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Nielsen Research : Automotive and financial brands decrease ad spend the most

by on August 1, 2013 in Lead story, Research


Industry & Services and Durable Goods are fastest growing ad sectors globally

London, 1 August 2013 – Even though global ad spending has grown only moderately on a year-over-year basis, 2013 has proven to be a year to spend for select industries—and an off year for others. Industry and services was the fastest growing sector in the first quarter (up 8%), according to Nielsen’s quarterly Global AdView Pulse report. Meanwhile, financial services and automotive advertisers are spending less.
Within industry and services, ad spending for industry, agriculture and property grew the most, with an increase of 28.7 percent globally. Asia-Pacific and Latin America regions were the heaviest regions for spend, with 22.1 and 10 percent growth in industry and services, respectively. The sector’s 11.5 percent ad spend market share solidifies it as a major advertising player among the industries.
Sectors - % change year to date
Fast-moving consumer goods (FMCG), the long-standing most valuable player in sector growth, showed no signs of slowing down, boasting a 6.1 percent increase for the quarter. Latin America led this increase with a 22.2 percent bump. The drink subsector drove the global growth, which experienced a 9.7 percent increase. Spending also grew in cosmetics and toiletries, gaining 5.6 percent for the period. The spirits category within the drink subsector performed particularly well, experiencing an increase in spending of 36 percent for the quarter.
Financial and automotive are two sectors suffering, primarily due to the ongoing economic situation in the Western world. Advertising spend declined in these sectors by 2.9 percent and 5.1 percent, respectively. The commercial vehicles category within the auto sector saw the biggest drop—23%, while advertising in investment and savings and card services each fell 14% in the financial sector.
Sectors - % share of spend year to date
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

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