Research giant Nielsen has issued a year-end wrap-up of global ad spending for 2011, aggregating numbers from around the world and reaching the conclusion actual spend was up everywhere … except Europe.
Nielsen said media buying was “impacted by natural disasters, political uprisings, and the ripple effects of financial crises in both the U.S. and Western Europe. After a boost in advertising spending in Q3 2011, many of the world’s biggest advertisers exercised more caution in Q4, but 2011 still showed an overall 7.3 percent increase in spending vs. 2010.”
The numbers are contained in Nielsen’s quarterly Global AdView Pulse report, which you have to register to download, and the big number is $498 billion USD global ad spend, with $131B in the last quarter of the year.
All traditional media types showed positive trends globally in 2011, with Television and Radio seeing the highest percentage increases of 10.1 percent and 9.7 percent respectively. Television ad spend, which holds a 65 percent share of ad spending, grew in all regions.
Spending for Internet, Outdoor, and Cinema also all showed increases in 2011 when compared with 2010. Internet ad spending, which grew by 24 percent in 2011 vs. 2010, saw increases in almost all markets measured.
Looking at expenditures by industry, Clothing & Accessories and Healthcare showed the largest increases, up 17.5 percent and 11.2 percent respectively over 2010.
In the U.S., the report continues, advertising showed a 0.2 percent decline year-on-year during Q4, but increased 2 percent in 2011 vs. 2010. The European advertising market decreased spending by 0.4 percent in 2011 compared with 2010. Though many Northern European advertising markets measured marginally increased spending during 2011, larger decreases were seen in the Southern European markets of Greece (-13.1%), Italy (-4.0%), and Spain (-9.7%).
The ad market in Middle East & Africa ended 2011 with an 11.3 percent increase in spend vs. 2010, while Asia Pacific was up 11.5 percent in 2011. Clothing & Accessories saw the greatest percentage increase in ad spending in Asia Pacific at 28 percent during 2011. Latin America also continued to be a region for advertising growth in 2011, with an 11.6 percent increase over 2010.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.