Get in Touch

Research Update : European ad spend down 4.4% in Q1 2013 / Nielsen

by on July 18, 2013 in Advertising, Lead story, Media, Research, Retail, Retail News

Latin America the star performer as Europe only region globally to suffer fall in spend vs. Q1 2012

London, 18 July 2013 – Advertising spend continues to rebound globally, though increases slowed in the first quarter of 2013. According to Nielsen’s quarterly Global AdView Pulse report, global advertising grew just 1.9 percent from the first quarter of 2012. Trends fluctuated across the regions, as quarterly spending dropped in Europe, marginally increased in the Middle East, Africa, Latin America and the Asian-Pacific, and remained flat in North
In looking at Europe, down 4.4 percent, it’s clear that ad spend is still declining under the weight of the region’s economic problems. It seems unlikely that the region will recover from these challenges in the short term.
Spending in the Middle East and Africa continued to recover from the spending decline of early 2012, as advertising spend grew 2.9 percent during Q1. Despite the upward progression, the region remains affected by the civil unrest in Egypt, one of the region’s largest markets, where ad spend declined by 20 percent.
Latin America was the star performer for the first quarter with ad spend growth of 11.9 percent. Impressively, spending grew in all countries in the region during the period. This emerging region does, however, face its own challenges, as some countries, like Argentina, are experiencing rising unemployment and high inflation.
Growth in ad expenditures steadily continued in the Asia-Pacific, where spending grew 5.8 percent in the first quarter. The best performers in the region were China, Indonesia and Philippines, which all saw roughly 20 percent growth. Japan was the only country where ad spend decreased (down 1.1%).
YoY ad spend change by region



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


More information

Alex Burmaster
Meteor Public Relations
Tel: 020 3544 3570
Mob: 0780 313 1144


Print article

Leave a Reply

You must be logged in to post a comment.