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Global ad spend on the up

Global ad spend on the up

Nielsen’s latest Global AdView Pulse report has shown global advertising spend has increased by 2.4% in Q2 2012. The gains are considered moderate by analysts even with the total figure being in the region of $139 billion.

Global AdView Pulse measures ad spending from TV, news, TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. One key takeaway showed June to be the strongest month from the quarter with ad spend going up by 3.1%.

Unsurprisingly it was the world’s emerging markets that saw the most progress. Both the Middle East and Africa grew by 19.6% when compared to the second quarter of last year. Elsewhere in Latin America, advertisers increased their expenditure to the tune of 4.9%.

Advertising confidence

The quarterly report revealed that ad spend is generally in good shape. Most markets are seeing an upswing. The only black mark, according to Nielsen, is a poor performing Europe. It is still the only global region that’s posted year-over-year declines.

April and May’s Eurozone problems didn’t affect some countries as adversely as others. Nielsen reported there was growth in the UK, Turkey and Norway. However it wasn’t enough to stem the 3.8% decrease from conservative-spending markets such as Greece, The Netherlands and Portugal.

America encountered similarly inconsistent expenditure from country to country. The USA grew by 2.4%, whilst in Canada expenditure dipped slightly by 2%. Further south, Latin America was up 4.9% despite Mexico struggling with ad spending.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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