TheMarketingblog

Research from Nielsen: Internet ad spend up 32% globally, TV up 4%

London, 27 January 2014: According to Nielsen’s quarterly Global AdView Pulse report,display Internet, outdoor and television advertising saw the greatest increases in spend throughout the first three quarters of 2013 compared to the same period the year before.
Display Internet ads, although measured in a smaller subset of countries, grew by more than 32 percent in the first three quarters of 2013 compared to the same time period for the year before. Internet ads are playing a crucial role in growing multi-screen advertising campaigns, which are expected to grow to 50 percent of ad budgets in the next three years. If the medium’s rapid growth is any indication, marketers projections are on the money. 

 

Outdoor advertising was the next fastest grower, up 5.1% year-on-year.

YoY % change in spend during first three quarters of 2013 by media type
% Change in Spend YoY by media type 

Despite the rapid growth of display Internet’s ad budgets, TV continues to reign supreme with a 57.6 percent share of all ad spending and advertisers investing 4.3 percent more into the medium year-on-year. Even in Europe, where total ad spending has been trending negatively for several consecutive quarters, TV advertising spending remained flat (0.0%) during the first three quarters of the year.

European advertisers, however, cut 6.5 percent of their ad spending on radio during the first three quarters of 2013. On the other hand, Latin American advertisers invested 12.4 percent more on this media type. Globally, radio advertising spending has decreased by 0.7 percent over the first three quarters of 2013 compared to the same period a year ago. Also trending negatively, ad spend has dropped in newspapers, magazines and cinema (2.2%, 1.1% and 1.3% respectively), as advertisers increasingly move their ad budgets to both television and display Internet.

% Share of Spend by media type
“While it comes as no surprise that Internet is the most rapidly growing media type for advertisers, television is still the leading medium by spend by a long shot,” says Randall Beard, Global Head of Advertiser Solutions, Nielsen. “But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact.”
Methodology
Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Some markets may exclude select media due to data availability.
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
More information
Alex Burmaster
Meteor Public Relations
Tel: 020 3544 3570
Mob: 0780 313 1144
alex@meteorpublicrelations.com