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Global Ad Spend Increases but Europe Declines

Global advertising spend in the first quarter of 2013 saw a welcome increase but Europe, however, saw a decline according to the  latest Nielsen’s quarterly Global AdView Pulse report.

European ad spend was down 4.4% in Q1 2013, which the report puts down to the weight of the region’s economic problems. Nielsen expects that the region will not recover from these challenges in the short term.

The report found that global advertising grew just 1.9% from the first quarter of 2012. Trends fluctuated across the regions – quarterly spending dropped in Europe, marginally increased in the Middle East, Africa, Latin America and Asia-Pacific, and remained flat in North America.

Spending in the Middle East and Africa increased from the spending decline of early 2012, up 2.9% in Q1. However, despite the upward progression, ad spend in Egypt – one of the region’s largest markets – was down 20%.

Latin America saw an ad spend growth of 11.9%, with spend climbing in all countries in the region during the period.
Asia Pacific, meanwhile, grew strongly, up 5.8%, although several countries far exceeded this regional average. China, Indonesia and the Philippines all registered growth rates of around 20%. Only Japan experienced a decrease in spend, dipping 1.1%.