Nielsen: Q2 Global Ad Spending Growth Down

Growth in ad expenditures around the world slowed in the second quarter to 5.7% and totaled $127 billion in 36 key markets measured by Nielsen’s Global AdView Pulse report, released today. By comparison, growth in the first quarter was 8.9%, while first half spending was up 7.2%.

While there was spending growth overall in the second quarter, the Nielsen data recorded declines in half the markets that the company’s AdView Pulse report measures. Economic worries on the part advertisers were cited as the reason for the market spending declines.

“Compared to the 8.9 percent growth rate in the first quarter of the year, there was definitely some slowdown,” stated Randall Beard, Global Head of Advertiser Solutions for Nielsen. That said, he added, given the global financial problems, a nearly 6% increase “is still great news.”

Spending varied considerably by market in the quarter, the report found. The highest spending increase occurred in Argentina, which was up nearly 29%. Egypt, which experienced a political leadership coup this spring posted the biggest decline at -52%.
By category fast moving consumer goods moved much slower in the second quarter posting 4% growth worldwide, the smallest quarterly growth for the sector since the first quarter of 2009. And the category was down nearly 4% in Europe and down 3% in North America.

Clothing and accessories posted the largest growth among categories, up 18% globally, driven by a 28% gain in the Asia-Pacific region.

The Nielsen report found that radio was the fast growing traditional medium global, up over 8% in the second quarter, while TV had the biggest share of spending at 65%.