Nielsen’s Global AdView Pulse report shows $350bn was spent on TV advertising last year, representing a 4.3 per cent annual increase, mainly at the expense of print with newspaper ad revenues which dipped 1.6 per cent. Magazine ad budgets also fell 0.2 per cent in 2012.
Meanwhile, online display ad budgets recorded the strongest growth in 2012, with revenues increasing 9.9 per cent, although the overall figures claim internet advertising revenue accounted for just 1.9 per cent of the overall advertising market, see chart below. Although this figure excludes revenues from search, classifieds and mobile ads.
Outdoor and radio budgets also experienced growth during the year recording a 7.7 per cent and 6.1 per cent increase respectively.
Randall Beard, Nielsen’s global head of advertiser solutions, says: “With 63 per cent of ad revenue being spent to advertise on TV, it’s clear that the medium is widely regarded as the most efficient and effective way to reach consumers, continuing to grow especially in emerging markets.”
Separately, Warc’s monthly Global Marketing Index, also released today, shows global marketing budgets rose for the fourth consecutive month in April, with the Americas showing the most positive outlook and European budgets continuing to increase slightly despite the gloomy economic climate in the region, see chart below.
The survey of 1,225 global marketers, taken between 1-12 April, also tracks marketers’ expectations including staffing levels, budgets and trading conditions showing American marketers to have the most positive outlook, while those in Europe and Asia Pacific marginally less upbeat, see chart below.