According to the new Nielsen Global AdView Pulse report, global advertising rose 8.8 percent year-on-year in Q1 to total USD 118 billion based on published rate cards, as advertisers spent more on television and continued to invest in booming consumer Asian and Latin American markets.
Each quarter, CSN and Nielsen will publish exclusive data and trends figures about the greater China advertising market covering 5 territories (mainland China, Hong Kong, Taiwan, Singapore and Malaysia).
Advertising in the world’s largest market, USA, rose 5.9 percent to reach nearly USD 27 billion in Q1 with stable increases for TV, radio and magazines. Emerging regions of Asia-Pacific (+12.4%) and Latin America (+11%) drove global ad growth in Q1. Argentina (+37%) and South Africa (+34.8%) posted the highest year-on-year gains, while other emerging markets of China, India, Indonesia, Malaysia, Philippines and Saudi Arabia had double-digit gains in Q1.
The ad spending growth for our 5 Chinese territories was strong during first quarter 2011 :
. mainland China
China’s share of spend in the Asia Pacific region was 51.3% in Q1 2011, compared with 48% in Q1 2010.
According to the new Nielsen Global AdView Pulse report, television advertising rose 11.9 percent year-on-year and increased its share among other traditional media (radio, magazines, and newspapers) from 63.5 percent to 65.3 percent in both developed and many emerging economies. “With USD 6.50 of every ten dollars being spent on television, it’s clear that TV remains the most important and cost effective advertising medium for companies looking to reach new consumers, especially in booming emerging markets,” said Randall Beard, Global Head of Advertiser Solutions for Nielsen. “In fact, according to two Nielsen reports released last month, women globally said they preferred to find out information on new products and services via television more than any other medium, and the Q1 Nielsen Cross-Platform Report showed that Americans are watching more TV than ever before.”
We can see the same trend in Chinese territories. TV spending growth was heavy in Malaysia (28,1%), China (21,8%) and HK (16,5%) and lower in Taiwan (7,6%) and Singapore (3,8%).
In most of Chinese territories, TV still holds major share of ad pie, especially in Mainland China (82,3%), Malaysia (49,3%) and HK (41,8%). Its not the case in Taiwan (9,1%) and Singapore (35,2%), where newspapers are stronger in attracting advertisers.
The external data sources for the other countries included in the report are: Hong Kong: admanGo.
CONTACTS: Alessandra Rossi, +31 20 398 8213, email@example.com
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, please visit www.nielsen.com.
SOURCE: Nielsen (4/07/2011)