European adspend falters as rest of world posts increases

Global adspend increased by 2.8 per cent year on year in the first half of 2013. However, the majority of European markets, including the UK, declined, according to figures from Nielsen.

Source: Nielsen
Source: Nielsen

The measurement company's latest Global AdView Pulse report said that in the second quarter of the year, marketers continued to gradually increase their adspend, which was up 3.5 per cent year on year globally.

Across the globe, regions contributed growth across the first six months of 2013 apart from Europe, where ad expenditure declined by 6 per cent year on year. In the UK, adspend dropped by 2.3 per cent.

Media spend in the UK fell by 5.5 per cent year on year between 1 April and 30 June. Across Europe, the year-on-year decline for the quarter was 6.6 per cent.

Chris Locke, the group trading director at Starcom MediaVest Group, said: "The first half of 2013 was always going to be tough against last year's Diamond Jubilee and Euro 2012 particularly, and, to some degree, the run-up to the Olympic Games in London.

"However, across the year as a whole, we expect all media to be up around 2.5 to 3 per cent year on year in the UK, driven by search as well as spend across all categories including banks, autos and technology. Also, I've got a good feeling about 2014."

The only countries in Europe where Nielsen measured an increase in year-on-year adspend were Norway (2.5 per cent), Switzerland (0.6 per cent) and, interestingly, Greece (7.4 per cent).

Adspend in Latin America grew by 13.1 per cent year on year in the first six months of 2013, led by Argentina. Expenditure in the Asia-Pacific region increased by 6.4 per cent, with double-digit growth in Indonesia, China and the Philippines.

Expenditure in North America increased by 2.7 per cent year on year, according to Nielsen's report, which is published quarterly.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More