Global ad spend climbs up and the industry holds steady
Posted by Manuela Barreto @ January 16th, 2009 in Marketing Analysis
Nielsen Media Research recently delivered a report revealing how global ad spend in some of the countries covered in the study managed to stand firm despite the global crisis.
Statistics show an increase in the global advertising market of nearly 3% versus the same period last year. In Asia Pacific, growth was mostly driven by China, Indonesia and Hong Kong with 16.9%, 16.7% and 13% respectively.
North America surprisingly displayed a 3.1% growth boosted by to two major events; US Elections and the Olympics.
Print media presented a 2% loss to television which seems to be benefiting off this rise in ad spend by enjoying an overall 8.1% increase compared to last year’s.
On the online advertising frontier, the drop between Q3 ad Q4 2008 was of 3.7%.
We can only hope the panorama clears up by 2010, in the meantime, online advertising got enough of a boost before, during and after the holiday vacation therefore it’s still holding steady.
To close on positive note, Michele Strazzera Deputy Managing Director of Global AdView tells us that “there is fairly strong evidence showing that companies which increase their ad spend in a financial downturn experience exponential increases in their ROI.”
Taking this fact into consideration, it’d be interesting to see Q1 results on the ad industry after the full effects of the financial crisis.
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