Nielsen Global AdView Pulse 2012 Q1 LITE

Quarter 4 2011 Quarter 1 2012

INSIDE:

Global Advertising Trends

Trends by Media Type & by Category

Sample of Full Report

Quarter 1 2012

© The Nielsen Company, 2012p y,This report, in full or in part, cannot be reproduced or transmitted in any form or by anymeans without written permission of Nielsen, Media Group, Global AdView.

While every effort has been made in the preparation of this report to ensure accuracy ofthe content, Nielsen, Media Group, Global AdView, cannot accept any liability in respectof errors or omissions or for any losses or consequential losses arising from such errors

i i R d ill i t th t th t t l t d t th ior omissions. Readers will appreciate that the contents are only as up-to-date as theiravailability and compilation and printing schedules will allow, and are subject to changeduring the natural course of events.

WORLD TRENDSWORLD TRENDSYear to date

Global Advertising TrendsYear to dateYear to date

ADVERTISING EXPENDITURE TREND

Million USD

Main Events

• Global consumer confidence increased five index points to 94 in Q1 2012, according to global consumer confidence findings from Nielsen

• The eurozone economic crisis remained at the forefront of news during the first quarter, with the Spanish banking crisis and Greece’s continued turmoil topping headlines well into the secondheadlines well into the second quarter

• Though the Middle East has stabilized somewhat regionally, the war in Syria continues—having knock-on effects to neighboring countries

YEAR ON YEAR % CHANGE BY MONTH

Main Facts

• After a strong finish to 2011, global advertising spend continued to rise in the beginning of 2012: up 3.1

tpercent

• Dollars devoted to ads in emerging markets increased at a faster rate than global ad spend as a whole

• Asia Pacific saw a significant cool-down to growth at +1.7 percent i Q1 d t t bl d li iin Q1—due to a notable decline in spending in the Chinese ad market

MACRO ECONOMIC TRENDS• GDP (constant prices)* + 3.5%

• Consumer Prices** + 4.0%

• Nielsen Consumer Confidence Index: 94**(+5 compared to Q4 2011)

Copyright © 2012 The Nielsen Company.

6

(+5 compared to Q4 2011)

*2012 vs 2011 forecasts **Q1 2012 survey

Global ad spend increases 3 1% in

year-over-year growth of 9.6 percent. Asia-Pacific grew 1.7 percent, a small increase following large gains in

Spain, for example, both saw significant declines. On the other hand, France, Germany andincreases 3.1% in

Q1After a strong finish to 2011, global advertising spend continued to rise in the beginning of 2012: up 3.1 percent compared to the same period last

increase following large gains in recent years.

“Advertisers continue to recognize the potential of emerging markets like Latin America and Africa as they look to reach new customers,” said Randall Beard, EVP, Advertiser

hand, France, Germany and Switzerland drew more ad dollars than last year. Europe was the only region to see a decrease in ad spend.

Trends to WatchWhile ad spend increased only slightly in January compared to last p p

year.* Overall global ad spend in Q1 2012 grew to $128 billion USD.

Dollars devoted to ads in emerging markets increased at a faster rate than global ad spend as a whole. The Middle East and Africa was up 23.3

Solutions, Nielsen. “These markets have proven their resilience through the down economy, and many consumers now wield spending power like never before.”

In North America and Europe, the ad market did not experience the same

year, the year-over-year change grew steadily in the subsequent months. By March 2012, global ad spend was 4.5 percent higher than in March last year. Market conditions and political unrest last year may have contributed to lower spending last year, and

percent as advertisers turned to budding and stabilizing economies there. In particular, Egypt saw ad spend growth of 67 percent in Q1 following last year’s Arab Spring. Latin America also saw significant

market did not experience the same level of increase. North American ad spend grew 2.1 percent. Ad spend in Europe declined slightly (-1.4%), with countries most impacted by the recession the hardest hit. Greece and

p g y ,Nielsen will watch to see if these increases are sustained in Q2—particularly with the European Cup potentially positively impacting trends in the second quarter.

* based mainly on published rate cards

REGIONS -- YEAR ON YEAR % CHANGE


7

Global North America Asia Pacific Europe Latin America Middle East & Africa

GLOBAL TREND – OVERVIEW BY REGION AND COUNTRYYear on Year % Change, YTD

GLOBALNorth America

CanadaUnited States of America

Asia PacificAustraliaAustraliaChinaHong KongIndonesiaJapanMalaysiaNew ZealandPhilippinesppSingaporeSouth KoreaTaiwanThailand

EuropeCroatiaFranceGGermanyGreeceIrelandItalyThe Netherlands NorwayPortugalSpainSpainSwitzerlandTurkeyUnited Kingdom

Latin AmericaArgentinaBrazilMexico

Middle East and AfricaEgyptKuwaitLebanonPan-Arab MediaSaudi ArabiaSouth AfricaUnited Arab Emirates


8

United Arab Emirates

MEDIA -- % CHANGE YEAR TO DATEMedia Types

With consumer confidence up and brands looking to reconnect, it’s no surprise that spending on advertising is on the rise—around the globe and across media types. Television, Newspapers, Radio, Outdoor, Internet and Cinema all saw an increase in ad spend in the beginning of 2012

2.8%Television

7.9% 3.1%Radio Newspapers

6.4%Outdoor

spend in the beginning of 2012 compared to last year.

Though Television continues to attract the majority of advertising dollars, Internet advertising saw the biggest increases, with advertisers spending 12.1 percent more in Q1 2012 than

-1.4%Magazines

4.1%12.1%CinemaInternet

one year prior.

Across the regions, the findings are markedly different as each media has taken root and evolved uniquely.

Dollars devoted to Television advertising grew 4 percent in North America, second only to Outdoor, and 7.5 percent in Latin America. In the Middle East and Africa, Television ad spend grew a whopping 33.8 percent.

Online ad spend was a bright spot for the industry, with growth around the

l b G th ti l lglobe. Growth was particularly notable in Europe (12.1%), Latin America (31.8%) and the Middle East & Africa (35.2%).

Magazines saw a minor decline compared to last year, but Newspapers grew 3.1 percent. InNewspapers grew 3.1 percent. In Latin America and Asia Pacific, both media grew—7.6 percent and 10.3 percent, respectively in Latin America, and 3.6 percent and 5.4 percent, respectively in Asia Pacific. The U.S. saw nominal declines in print ad spend


9

spend.

MEDIA -- % SHARE OF SPEND -- YEAR TO DATE Media Types - continued

Radio saw increases in every region around the globe, including a 2.6 percent increase in North America and 2.8 percent in Europe. In emerging markets in Latin America and Middle East and Africa, those increases were much higher. Radio grew 18 percent in Latin America andgrew 18 percent in Latin America and 21.1 percent in the Middle East and Africa.

In Asia Pacific, Cinema grew 27.1 percent, offsetting the declines seen in Latin America and the Middle East and Africa.

Television

Magazines

NewspapersRadio

Still a nascent industry, Outdoor is growing rapidly. In the past year, Outdoor ad spend increased 6.4 percent globally. This included gains of 4.4 percent in North America, 45.3 percent in the Middle East and Africa and 21 1 percent in Asia Pacific Only

CinemaInternet

Outdoor

and 21.1 percent in Asia Pacific. Only Europe experienced declines (1.2%).

MEDIA BY REGION – YEAR-ON-YEAR % CHANGE, YEAR TO DATE


10

Television MagazinesNewspapersRadio CinemaInternetOutdoor

Macro Sectors

The battle to capture hearts and

SECTORS -- % SHARE OF SPEND -- YEAR TO DATE

dollars in the mobile space has played out around the globe, helping contribute to significant ad spend growth by the Telecommunications industry in Q1 2012.

Telecommunications companies i t d 7 8 t iinvested 7.8 percent more in advertising at the beginning of this year than last year, and was second only to Distribution Channels in terms of year-over-year growth (10.8%).

The only two macro sectors to show declines in ad spending during thedeclines in ad spending during the first quarter of 2012 were Durables (including Domestic Appliances, Furnishings & Decoration, and Information Technology), and Industry & Services, which includes Business Services, Property, Institutions, and Power & Water Together these

Automotive Clothing & Access. Distribution Durables

Entertainment Financial

Telecom.

FMCG Healthcare

Industry & Serv. Media

Power & Water. Together, these sectors account for more than 16 percent of all ad spend.

SECTORS -- % CHANGE YEAR TO DATE

Two macro sectors cut adTwo macro sectors cut ad spending in Q1

Durables and Industry & Services showed noticeable declines in ad spending during the first quarter of 2012


11

CATEGORIES RANK AND % SHARE OF SPEND, YTD

1 Healthcare2 Automotive3 Cosmetics & Toiletries4 Media & Publishing5 Food6 Entertainment7 Telecommunications8 Financial8 Financial9 Distribution Channels10 Drink11 Institutions12 Clothing & Accessories13 Industry, Agriculture & Property14 Transport & Tourism15 Leisure Products15 Leisure Products16 Furnishings & Decoration17 Business Services18 Housekeeping Products19 Information Technology20 Domestic Appliances21 Power & Water22 Tobacco


12

METHODOLOGYMETHODOLOGYNOTES

Methodology

• Australia • Norway

• Canada • Philippines

The information included in this report has been compiled, harmonized and produced by Nielsen, Media Group, Global AdView.

The Nielsen Global AdView Pulse

The Media Group within Nielsen, is the data source for the following countries:

• Canada • Philippines

• China* • Singapore

• Croatia** • South Africa

• Germany • South Korea

• Indonesia • Switzerland***

The Nielsen Global AdView Pulse reports on advertising expenditure for Argentina, Australia, Brazil, Canada, China, Croatia, Egypt, France, Germany, Greece, Hong Kong, Indonesia, Ireland, Italy, Japan, Kuwait, Lebanon, Malaysia, Mexico,

• Ireland (Republic of) • Taiwan

• Italy • Thailand

• Malaysia • Turkey

• The Netherlands • United Kingdom

The Netherlands, New Zealand, Norway, Pan-Arab Media, Philippines, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Switzerland, Taiwan, Thailand, Turkey, the United Arab Emirates, the United Kingdom, and the United

• New Zealand • United States of AmericaStates of America.

Pan-Arab Media refers to the media outlets in the Middle East that have significant viewership, readership or listenership in two or more markets and are not localized to only oneand are not localized to only one market in the region. They do not represent a duplication with the coverage of each country and gather a significant amount of the advertising in the region.

* Provided by Nielsen CC Data ** AGB Nielsen in association with Ipsos*** In association with Media Focus


14

Methodology

The data sources for the other countries included in the report are:Argentina: IBOPEBrazil: IBOPEEgypt: PARC (Pan Arab

Research Centre)

about their confidence levels and economic outlook. The Nielsen Consumer Confidence Index is developed based on consumers’ confidence in the job market, status of their personal finances and readiness

MAP OF THE REPORT

• World Trend: this section includes all territories and relates to the following media types : Television, Newspapers, Magazines and Radio, Internet, Outdoor, and CinemaResearch Centre)

France: YacastGreece: Media ServicesHong Kong: admanGoJapan: Nihon Daily TsushinshaKuwait: PARC (Pan Arab

Research Centre)

pto spend. The sample has quotas based on age and sex for each country based on their Internet users, is weighted to be representative of Internet consumers, and has a maximum margin of error of +0.6%.

Cinema.• Regions: this section includes

spend on Television, Newspapers, Magazines, Radio, Internet, Outdoor, and Cinema. Each region includes the following countries:– North America: Canada, United

States of America.

Lebanon: PARC (Pan Arab Research Centre)

Mexico: IBOPEPan-Arab Media:

PARC (Pan Arab Research Centre)

Portugal: Mediamonitor

Figures are expressed in Million USD and are gross except for Australia, Ireland, and the UK which are estimated net at source, and France, Germany, Greece, Italy, the Netherlands, Spain, Taiwan, and

– Asia Pacific: Australia, China, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand.

– Europe: Croatia, France, Germany, Greece, Ireland, Italy, The Netherlands, Norway,Portugal: Mediamonitor

Saudi Arabia:PARC (Pan Arab Research Centre)

Spain: Arce Media UAE: PARC (Pan Arab

Research Centre)

Turkey—to which Nielsen Global AdView estimated weighting factors are applied. USA and Spanish figures are based on apples-to-apples comparisons to the previous year, both in terms of coverage and methodology, in order to give a more

The Netherlands, Norway, Portugal, Spain, Switzerland, Turkey, United Kingdom.

– Latin America: Argentina, Brazil, Mexico.

– Middle East and Africa: Egypt, Kuwait, Lebanon, Pan-Arab Media, Saudi Arabia, South Africa United Arab Emirates

The source for the macro-economic indicators is IMF (International Monetary Fund) – World Economic Outlook April 2012 (website: www.imf.org).

accurate representation of the trends. The source for the exchange rates is OANDA (website: www.oanda.com ) and the rate applied to all figures is the 2011 yearly average.

In order to reflect the most accurate

Africa, United Arab Emirates.

Note: Pan-Arab Media refers to the media titles in the Middle East that have significant viewership, readership or listenership in two or more markets and are not localized to only one market in the region. They do not represent a duplication with the coverage of each country and gather a significant amount of the

The Nielsen Global Online Survey (source for the Nielsen Consumer Confidence Index), was conducted between February 10 and February 27, 2012 and polled more than28,000 online consumers in 56

In order to reflect the most accurate picture for media type trends and macro-sector trends, the methodology used for each may differ. Adjustments and estimates necessary to represent the media type trends accurately may not be suitable for the macro-sector t d I di t

g gadvertising in the region.


15

countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America

trends. In some cases a direct comparison is therefore not possible.

• Country breakdown refers to all major media types available in the country (Television, Newspapers,

Macro-sectors and Categories are harmonized in order to allow consistency of comparison between

Magazines, Radio, Outdoor, Cinema, Internet).

• Macro-sectors include the following Categories:– Automotive: Automotive– Industry & Services: Business

Services, Property, Institutions, Power & Water

regions and countries. They may therefore differ to how the local sectors and categories are built.

Power & Water– Clothing & Accessories:

Clothing & Accessories– FMCG: Cosmetics & Toiletries,

Drinks, Food, Housekeeping Products, Tobacco

– Distribution Channels: Distribution Channels (including ( galso: Mail Order, Multiple Product Retailers, On-line shopping & generic on-line services, Corporate/Image and sponsorship Distribution Channels)

– Durables: Domestic Appliances, Furnishings & Decoration, Information TechnologyInformation Technology

– Entertainment: Entertainment, Leisure products, Transport & Tourism

– Financial: Financial– Healthcare: Healthcare– Media: Media & Publishing– Telecommunications:Telecommunications:

Telecommunications


16

Quarter 4 2011Quarter 1 2012

SNEAK PREVIEW

Get a taste of theGet a taste of the regional and

country insights from the fullfrom the full

version of Nielsen Global AdView

PulsePulse

EuropeRegion OverviewRegion OverviewHighlights

• Eurozone economic troubles top headlines in the first quarter, with the Spanish banking crisis and Greece’s ongoing turmoil continuing

MARKET -- ADVERTISING EXPENDITURE TREND

Million USD

well into Q2

• Europe is the only region to show a declining ad market in the first quarter (-1.4%)

• Greece and Spain are the main culprits of the decrease, reporting

$19.8 billion

significant ad budget cuts

The eurozone economic crisis remained at the forefront of news during the first quarter of 2012. With the Spanish banking crisis and

billion

Greece’s continued turmoil topping headlines well into the second quarter, it’s no surprise that advertising trended downward in Europe in the first quarter of 2012—ended Q1 with a -1.4 percent decline on Q1 2011.

COUNTRIES -- % SHARE OF SPEND -- YTD

Q

Though huge declines were seen in the Southern European markets of Greece, Spain, and Italy, the decline was contained through a strong ad market performance from France and Germany.

FMCG, the macro sector commanding the majority of ad budgets, continued to slash advertising by -5.0 percent compared to the same period last year.


18

Full report includes:

Regional & Country Trends by Month, Quarter, Media Type, Sector & Category

Top Advertisers by Country and Globally

MalaysiaCountry OverviewCountry Overview

POPULATION29,219,000

GDP i BILLIONS

CONSUMER CONFIDENCE INSIGHTS COUNTRY FACTS

GDP in BILLIONS 614 Malaysian Ringgit

GDP PER CAPITA21,020 Malaysian Ringgit

INFLATION2.7 percent

MALAYSIA

107CURRENCY1 Malaysian Ringgit = 0.3277 USD

Source: Nielsen Consumer Confidence Index, Q1 2012

+6 from Q4

MACRO ECONOMIC TRENDS

GDP (at constant prices) vs Inflation (consumer prices) – year-on-year % change


19

MalaysiaCountry OverviewCountry Overview

Highlights

• Malaysia's economy slowed to a 4.7 percent growth in Q1

• Ad budgets are cut by -1.5% in the fi t t

ADVERTISING EXPENDITURE TREND

first quarter

• Newspapers (-1.0%) and TV (-2.7%), commanding the bulk of total advertising across the media measured, showed notable declines

Malaysia's economy slowed to a 4.7 percent growth in Q1 reportedly duepercent growth in Q1, reportedly due to the weakened export market.

The economic slowdown was also reflected in the ad market, which showed a decline in spending (-1.5 percent) when comparing the periods Q1 2012 and Q1 2011. Newspapers (-1.0%) and Television (-2.7%), METHODOLOGYcommanding the bulk of total advertising across the media measured at 43.6 and 48.6 percent share of voice respectively, showed notable declines.

Increasing ad spend, however, was seen in other media with a smaller share of voice such as Cinema

• Media covered: Television, Newspapers, Magazines, Radio, Outdoor, Cinema, Internet

• Figures: gross

• Outdoor is not reported by rate-card but by actual billings

NOTES• No change in coverage or methodology for this quarter

TV MG NP RD OD CI INT TOT

share of voice such as Cinema (+19.8%), Internet (+12.2%), Magazines (+4.0%) and Outdoor (+21.3%).

g g gy q

Advertising – Year-on-year % change by Media

TV MG NP RD OD CI INT TOT


20

Quarter 4 2011Quarter 1 2012

What you get 4 y gtimes a year:• Over 250 pages of data,

analysis, and commentaries covering over 35 marketsA l i b t d• Analysis by quarter and year-to-date

• 1 hard copy and electronic copy of the Nielsen Global AdView Pulse Report

• Data source file in Excel

ORDER NOW

• Early Indicator Study

T +31 (0)20 398 8777

F +31 (0)20 398 8553

E [email protected]

W www.nielsen.com

AddressGlobal AdView

NielsenDiemerhof 2

1112 XL DiemenThe

Netherlands

NIELSENNIELSENGLOBAL ADVIEW


22

ContactContact

E-mail [email protected]

Nielsen Global AdView

Nielsen Global AdView provides information on what advertisers are spending, whereand how, in more than 80 countries. With a deep and complete knowledge of localmarket advertising trends, ad spend, creatives, and TV gross rating points (GRPs) canbe compiled, linked and harmonized at brand and product level to enable quick strategicinsight into competitive activity within a client’s own product sector.

Media Group

One of the major businesses of Nielsen, the Media Group is active in 40 markets offeringtelevision, radio and outdoor audience measurement, print readership, advertisingp p ginformation services and customized media research. The Media Group of Nielsen is therecognized market standard for media information in the largest advertising territories.Thanks to the local presence of our own branches in more than 20 of the world’s leadingadvertising markets (including North America, Europe, Asia Pacific and Africa) we canmeasure expenditure and creatives daily, providing an always open window on the worldof media.

Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement companywith leading market positions in marketing and consumer information, television andother media measurement, online intelligence, mobile measurement, trade shows andrelated properties. Nielsen has a presence in approximately 100 countries, withheadquarters in New York, USA and Diemen, the Netherlands. For more information,please visit www nielsen complease visit www.nielsen.com.


23

AddressGlobal AdViewGlobal AdView

NielsenDiemerhof 2

1112 XL DiemenThe Netherlands

Postal AddressGlobal AdView

NielsenNielsenP.O. Box 22609

1100 DC Amsterdam ZOThe Netherlands

T +31 (0)20 398 8777F +31 (0)20 398 8553

E [email protected] www.nielsen.com

Nielsen Global AdView Pulse 2012 Q1 LITE

Documents

Transcript of Nielsen Global AdView Pulse 2012 Q1 LITE