Nielsen Global AdView Pulse Q3 2012

7/27/2019 Nielsen Global AdView Pulse Q3 2012

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Quarter 3 2012

INSIDE:

GlobalAdvertising Trends

Trends by Media Type

& by Category

Sample of Full Report


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Quarter 3 2012


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TheNielsen Company, 2012

This report, in full or in part, cannot be reproduced or transmitted in any form or by any

means without written permission of Nielsen, Media Group, Global AdView.

While every effort has been made in the preparation of this report to ensure accuracy of

the content, Nielsen, Media Group, Global AdView, cannot accept any liability in respect

of errors or omissions or for any losses or consequential losses arising from such errors

or omissions. Readers will appreciate that the contents are only as up-to-date as their

availability and compilation and printing schedules will allow, and are subject to change

during the natural course of events.


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WORLD TRENDSYear to date


6/26

Copyright 2012 The Nielsen Company.

6

3.3

0.4

3.74.4

2.72.0

3.7

6.1

4.7

2.2

Year todate

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

0

10000

20000

30000

40000

50000

60000


2011

2012

$405

billion

YEAR ON YEAR % CHANGE BY MONTH

Global Advertising TrendsYear to date

ADVERTISING EXPENDITURE TREND

Million USD

Main Events

Global consumer confidence

increases one point from Q2 to 92

North America and Europe report

the only regional consumer

confidence increases, though

discretionary spending patterns

remain stable globally from Q2

U.S. holds presidential elections in

the fourth quarter

The civil war in Syria continues,

with reverberations in surrounding

countries

Main Facts

Advertisers boost budgets in Q3 by

4.3%

North America sees a significant

influx of ad spend during Q3

(+10.2%) due to increased

Automotive and Industry & Services

ad budgets

Asia Pacific also sees an

improvement within its ad market

during Q3, up +3.5% due to Chinas

ad market recovery

Advertisers within Western Europe,

on the other hand, slash budgets

even furtherwith a -4.8%

decrease from Q3 2011

MACRO ECONOMIC TRENDS

GDP (constant prices)* + 3.3%

Consumer Prices** + 4.0%

Nielsen Consumer Confidence Index: 92**

(+1 compared to Q2 2012)

*2012 vs. 2011 forecasts

**Q3 2012 survey


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7

Global ad spending

sees a boost in Q3,

at +4.3%

After slightly slower growth seen in

he first half of 2012 (+2.7%), the

global advertising market saw a

healthy bounce during the third

quarter, rising +4.3 percent against

Q3 2011. With a +3.3 percent YOY

ncrease when comparing the first

hree quarters of 2012, global

advertising spend totaled USD 405

billion from January to September

2012, and USD 139 billion for the third

quarter.

Growth was driven in part by an influx

n advertising investments from North

America, which saw an impressive

+10.2 percent increase during the

hird quarter, and a +5.0 percent

increase year-to-date. Both


advertising (which includes political

ads in the lead up to the U.S.

presidential election) increased by

double-digits YOY for both the

year-to-date and the third quarter.

The Asia Pacifics advertising market

also showed signs of momentum,

reporting a +2.7 percent increase for

the year-to-date, and a +3.5 percent

increase for Q3. Ad spending for the

region was supported by the recovery

of Chinas advertising market, which

showed positive trends in ad spending

in Q3 (+3.1%) after two consecutive

quarters of decline.

The embattled region of Western

Europe, which reported a -2.7 percent

decrease in YOY ad spending during

the first half of 2012, saw deeper cuts

in advertising during the third quarter

(-4.8%), as advertisers watched their

budgets carefully due to continued

economic instability within the region.

Trends to Watch

As surges in North AmericanAutomotive and Industry & Services

advertising contributed notably to the

positive ad spend results within the

third quarter, Nielsen will watch to see

if the positive advertising trends seen

in the third quarter will be sustained in

the fourth.

Industry & Services advertising in

North America in particular will likely

slow during the fourth quarter in

comparison to the third, due to the

conclusion of the U.S. presidential

elections. In the next edition of the

Nielsen Global AdView Pulse, Nielsen

will examine these impacts on the

fourth quarter advertising market.

REGIONS -- YEAR ON YEAR % CHANGE

18.9

6.4

-3.4

2.7

5.0

3.3

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

* based mainly on published rate cards


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8

GLOBAL

North America

Canada

United States of America

Asia Pacific

Australia

China

Hong Kong

Indonesia

Japan

Malaysia

New Zealand

Philippines

Singapore

South Korea

Taiwan

Thailand

Europe

Croatia

France

Germany

GreeceIreland

Italy

The Netherlands

Norway

Portugal

Spain

Switzerland

Turkey

United Kingdom

Latin AmericaArgentina

Brazil

Mexico

Middle East and Africa

Egypt

Kuwait

Lebanon

Pan-Arab Media

Saudi Arabia

South AfricaUnited Arab Emirates 7.1

9.2

9.2

30.1

-3.8

2.0

37.2

18.9

-5.4

8.7

17.96.4

-1.0

6.2

-0.4

-16.2

-6.5

4.2

-4.5

-9.9

-6.8

-25.9

-0.3

0.5

-1.6

-3.4

7.4

-5.7

-3.5

1.7

16.1

8.3

3.2

2.6

25.0

12.5

0.3

-3.2

2.7

5.1

3.4

5.0

3.3

GLOBAL TREND OVERVIEW BY REGION AND COUNTRY

Year on Year % Change, YTD


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9

MEDIA -- % CHANGE YEAR TO DATEMedia Types

With ad spending up 3.3 percent YOY

rom January to September 2012 and

a significant bump in ad spending

during Q3 of 4.3 percent, advertisersby and large chose Television

advertising as the favored media

hrough which to communicate with

consumers.

Television advertising rose 4.3

percent YOY for the January to

September 2012 period (marking an

ncrease from 3.1 percent for the first

half of the year), due to aconsiderable Q3 increase in spending

within North America (+13.6%). With

a 61.8 percent share of spend of all

media types measured within this

report, Televisions increase further

cemented its standing as the

preferred medium of communication

or advertisers.

n fact, when looking at all mediaypes measured within this report, all

media types saw increases in

advertising spend year-to-date, with

he sole exception of Magazines.

Brands continued to invest less in this

medium, with a -1.3 percent decrease

n YOY spending from January to

September 2012, and a deeper -1.8

percent decrease when looking at justhe third quarter. Though the Asia

Pacific sustained its investments

+5.3%), supported by key markets

ike China (+10.6%) and Japan

+3.8%), advertisers in both North

America (-3.2%) and Europe (-6.8%)

decreased budgets on Magazines.

4.3%Television

6.5% 0.8%

-1.3%

Radio Newspapers

Magazines

4.6%Outdoor

9.2%7.7% CinemaInternet


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10

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

0.3 2.7

7.9

19.7

2.65.2

61.8

Television Radio Outdoor Newspapers

Media Types - continued

Display Internet advertising, though

measured in a smaller subset of

countries, saw a +7.7 percent YOY

ncrease in advertising from Januaryo September 2012, due to budget

ncreases from Financial, FMCG, and

Telecommunications advertisers.

Telecommunications companies,

which saw the greatest percentage

YOY increase in advertising spend for

he year-to-date, increased their

display Internet ad investments by

over 25 percent.

Even in the embattled advertising

market of Western Europe, display

nternet advertising rose +9.0 percent

YOYthe sole media type to show ad

spend growth in the region.

-3.2

4.6 4.0 5.46.9

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

Newspapers Outdoor Radio Television

Magazines Internet Cinema

-15.9

29.1

3.5 2.56.2

10.66.0

19.4

-0.5

2.5

28.0

22.826.2

-1.1

9.0

-6.8-6.8-0.9

0.5

-3.0

45.5

-1.5

5.31.5

12.3

6.42.7

Cinema Internet Magazines


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11

Macro Sectors

While Telecommunications

advertising continued to lead the top

of the percentage rankings in terms of

YOY advertising spend growth for theperiod January to September 2012

+6.6%), considerable gains were

also seen in the macro sectors Media

+6.1%) and FMCG (+6.0%).

Within the macro sector Media, the

subcategory Broadcasters saw a

notable growth of 8.3 percent for the

year-to-date. This may be in part due

o an increase in in-house advertisingbroadcasters advertising on their

own channels) as they fill spots not

sold to paying advertisers.

FMCG advertising, which saw a +9.6

percent increase during Q3 driven

argely by increases in Food and

Drink advertising, benefited from a 6.0

percent increase in advertising

budgets for the year-to-date.

Automotive Clothing & Access. Distribution Durables

Entertainment Financial

Telecom.

FMCG Healthcare

Industry & Serv. Media

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

8.0

3.3

5.2

4.9

11.7

5.3

25.1

9.9

11.2

7.5

5.7

SECTORS -- % CHANGE YEAR TO DATE

-3.5

-0.4

0.6

2.4

3.9

4.2

4.4

6.0

6.0

6.1

6.6

DURABLES

HEALTHCARE

INDUSTRY & SERVICES

CLOTHING & ACCESSORIES

FINANCIAL

DISTRIBUTION CHANNELS

ENTERTAINMENT

FMCG

AUTOMOTIVE

MEDIA

TELECOMMUNICATIONSTELECOMMUNICATIONScompanies continue to increasead spend by 6.6% year-to-date

Though considerable increases are

also seen in Media and FMCGadvertising


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12

TOP 20 GLOBAL SPENDERS, YTD

1 PROCTER & GAMBLE

2 UNILEVER

3 LOREAL

4 FORD MOTOR

5 GENERAL MOTORS

6 TOYOTA MOTOR

7 VOLKSWAGEN GROUP

8 MCDONALDS

9 AT&T

10 NESTLE

CATEGORIES RANK AND % SHARE OF SPEND, YTD

1 Healthcare

2 Cosmetics & Toiletries

3 Automotive

4 Food5 Media & Publishing

6 Entertainment

7 Drink

8 Telecommunications

9 Financial

10 Distribution Channels

11 Institutions

12 Industry, Agriculture & Property

13 Clothing & Accessories14 Transport & Tourism

15 Furnishings & Decoration

16 Leisure Products

17 Housekeeping Products

18 Business Services

19 Information Technology

20 Domestic Appliances

21 Energy

22 Tobacco 0.1

0.6

1.1

1.3

2.3

2.3

2.5

2.6

2.83.3

3.5

4.9

5.2

5.3

5.7

6.1

6.4

7.57.7

8.0

8.9

9.9

11 HONDA

12 VERIZON COMMUNICATIONS

13 NISSAN

14 RECKITT BENCKISER

15 JOHNSON & JOHNSON

16 TIME WARNER

17 CHRYSLER

18 THE COCA COLA COMPANY

19 PEPSICO

20 UNIVERSAL


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METHODOLOGYNOTES


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14

Australia Norway

Canada Philippines

China* Singapore

Croatia** South Africa

Germany South Korea

Indonesia Switzerland***

Ireland (Republic of) Taiwan

Italy Thailand

Malaysia Turkey

The Netherlands United Kingdom

New Zealand United States of America

Methodology

The information included in this report

has been compiled, harmonized andproduced by Nielsen Media Group,

Global AdView.

The Nielsen Global AdView Pulse

reports on advertising expenditure for

Argentina, Australia, Brazil, Canada,

China, Croatia, Egypt, France,

Germany, Greece, Hong Kong,

ndonesia, Ireland, Italy, Japan,Kuwait, Lebanon, Malaysia, Mexico,

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

States of America.

Pan-Arab Media refers to the media

outlets in the Middle East that have

significant viewership, readership or

istenership 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 advertising

n the region.

* Provided by Nielsen CC Data

** AGB Nielsen in association with

Ipsos

*** In association with Media Focus

The MediaGroup within Nielsen, is

the data source for the followingcountries:


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15

The data sources for the other

countries included in the report are:Argentina: IBOPE

Brazil: IBOPE

Egypt: PARC (Pan Arab

Research Centre)

France: Yacast

Greece: Media Services

Hong Kong: admanGo

Japan: Nihon Daily Tsushinsha

Kuwait: PARC (Pan Arab

Research Centre)

Lebanon: PARC (Pan Arab

Research Centre)

Mexico: IBOPE

Pan-Arab Media:

PARC (Pan Arab

Research Centre)

Portugal: Mediamonitor

Saudi Arabia:

PARC (Pan Arab

Research Centre)

Spain: Arce Media

UAE: PARC (Pan Arab

Research Centre)

The source for the macro-economic

ndicators is IMF (International

Monetary Fund) World Economic

Outlook October 2012 (website:

www.imf.org).

The Nielsen Global Survey (source for

he Nielsen Global Survey of

Consumer Confidence and Spending

ntentions), was conducted between

August 10 and September 7, 2012

and polled more than 29,000consumers in 58 countries throughout

Asia Pacific, Europe, Latin America,

Methodology

the Middle East, Africa and North

America about their confidence levelsand economic outlook. This Nielsen

Consumer Confidence Index is

developed based on consumers

confidence in the job market, status of

their personal finances and readiness

to 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%.

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

Turkeyto 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

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

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 maynot be suitable for the macro-sector

trends. In some cases a direct

comparison is therefore not possible.

MAP OF THE REPORT

World Trend:this section includesall territories and relates to the

following media types : Television,

Newspapers, Magazines, Radio,

Internet, Outdoor, and Cinema.

Regions:this section includesspend on Television, Newspapers,

Magazines, Radio, Internet,

Outdoor, and Cinema. Each region

includes the following countries:

North America: Canada, United

States of America.

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, 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.

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 onemarket 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.
http://www.imf.org/http://www.oanda.com/http://www.oanda.com/http://www.imf.org/


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16

Country breakdown refers to allmajor media types available in the

country (Television, Newspapers,

Magazines, Radio, Outdoor,

Cinema, Internet).

Macro-sectorsinclude thefollowing Categories:

Automotive:Automotive

Industry & Services: BusinessServices, Property, Institutions,

Power & Water

Clothing & Accessories:Clothing & Accessories

FMCG: Cosmetics & Toiletries,Drinks, Food, Housekeeping

Products, Tobacco

Distribution Channels:Distribution Channels (including

also: Mail Order, Multiple Product

Retailers, On-line shopping &

generic on-line services,

Corporate/Image and sponsorship

Distribution Channels)

Durables: Domestic Appliances,Furnishings & Decoration,

Information Technology

Entertainment: Entertainment,Leisure products, Transport &

Tourism

Financial: Financial

Healthcare: Healthcare

Media: Media & Publishing

Telecommunications:Telecommunications

Macro-sectors and Categories are

harmonized in order to allow

consistency of comparison between

regions and countries. They may

therefore differ to how the local

sectors and categories are built.

Top 20 Global Spenders: thisranking has been compiled to show

the top 20 spenders at

corporate/holding company level.

Using each of the businesses

comprising these international

corporations at a local level the

cumulative total has been reported.

The top 20 global spenders rank is

based on the Nielsen countries

included in this review plus Spain,

Portugal and Hong Kong. For the

remaining countries the advertiser

detail is not available in a way that

can be included in the global

ranking.


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17

TV Newsp. Magaz. Radio Outdoor Cinema Internet

North America

Canada

USA

Asia Pacific

Australia

China

Hong Kong

Indonesia

Japan

Malaysia

New Zealand

Philippines

Singapore

South Korea

Taiwan

Thailand

Europe

Croatia

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Switzerland

Turkey

UK

MEDIA COVERAGE OVERVIEW

This table presents an overview of the media types covered in each territory.


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18

TV Newsp. Magaz. Radio Outdoor Cinema Internet

Latin America

Argentina

Brazil

Mexico

Middle East and Africa

Egypt

Kuwait

Lebanon

Pan-Arab Media

Saudi Arabia

South Africa

UAE

MEDIA COVERAGE OVERVIEW

This table presents an overview of the media types covered in each territory.


19/26

Quarter 4 2011Quarter 3 2012

SNEAK

PREVIEWGet a taste of theregional and

country insights

from the fullversion of Nielsen

Global AdView

Pulse


20/26


20

North AmericaRegion Overview

Highlights

North American ad market sees a

significant YOY boost during Q3, at

10.2%

TV ad investments increase 13.6%


advertising (namely political ads)

contribute to Q3 growth

The North American advertising

market saw a significant boost during

he third quarter, with a +10.2 percent

ncrease in advertising budgets during

Q3 2012 when comparing Q3 2011.

Growth from both Canada (+14.6%

YOY) and the U.S. (+9.9% YOY)

fueled the increase, as Television, the

dominant media type at a 64.3

percent share of spend, saw an

mpressive 13.6 percent increase in

spending YOY during Q3.

Double-digit increases in Automotive

advertising contributed to the positive

growth, with a +21.9 percent increase

n Automotive spending reported for

he third quarter. Industry & Services

advertising (which contains the

subcategory Politics & Government

advertising) saw a substantial growth

of 21.6 percent, which resulted from a

significant increase in political ads in

he lead-up to the U.S. presidential

election in November.

COUNTRIES -- % SHARE OF SPEND -- YTD

0

2000

4000

6000

8000

10000

12000

14000


2011

2012

MARKET -- ADVERTISING EXPENDITURE TREND

Million USD

$89.3billion

7.0

93.0

Canada

USA

Full reportincludes:

Regional & Country Trends

by Month, Quarter,

Media Type, Sector & Category

Top Advertisers by Country and Globally


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21

0.0

2.0

4.0

6.0

8.0

10.0

12.0

2009 2010 2011 2012 2013 2014

GDP

CP

ArgentinaCountry Overview

MACRO ECONOMIC TRENDS

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

POPULATION41,028,000

GDP in BILLIONS471 Argentine Pesos

GDP PER CAPITA11,491 Argentine Pesos

INFLATION9.9 percent

CURRENCY1 Argentine Peso = 0.2428

USD

CONSUMER CONFIDENCE INSIGHTS

Source: Nielsen Consumer Confidence Index, Q3 2012

COUNTRY FACTS

ARGENTINA

75-11 from Q2


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22

0.6

39.1

26.7

-8.5

38.9

31.7

-3.4

41.137.6

6.9

27.732.8

-0.4

38.9

29.6

2009 vs 2008 2010 vs 2009 2011 vs 2010

TV MG NP RD TOT

ArgentinaCountry Overview

Highlights

Economists suggest that, despite

the fact Argentinas economy grew

by approximately 0.4% in Q3, the

country may fall back into recession

in 2013

Argentinas ad market shows the

largest percentage increase in ad

spending YTD during Q3, at

+20.3%

Though economists estimate that

Argentina emerged from its recession

n the third quarter, growing by 0.4

percent, some argue that the country

may fall back into recession in 2013.

According to the International

Business Times, the country has not

yet fully recovered from its economic

problems and still suffers from

hyperinflation.

Despite its economic issues, the

Argentinian ad market showed its best

performance of the year during the

hird quarterwith an expansion of

20.3 percent YOY. All macro sectors

showed double-digit increases in

advertising spending, with the lone

exception of Durables (declining

-8.2% in Q3).

0

200

400

600

800

1000

1200

1400


2011

2012

$9.9billion

ADVERTISING EXPENDITURE TREND

METHODOLOGY

Media covered: Television, Newspapers, Magazines, Radio

Figures: gross. Due to local coding methodology for Retail,

it is not possible to attribute the local spend to the global

Distribution Channels category. The trend for this sector is

therefore not reported separately.

NOTES

Data source: IBOPE

No change in coverage or methodology for this quarter

Advertising Year-on-year % change by Media

TV MG NP RD TOT TV MG NP RD TOT


23/26

Quarter 4 2011Quarter 3 2012

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Contact

E-mail [email protected]

Nielsen Global AdView

Nielsen Global AdView provides information on what advertisers are spending, where

and 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) can

be compiled, linked and harmonized at brand and product level to enable quick strategic

insight into competitive activity within a clients own product sector.

Media Group

One of the major businesses of Nielsen, the Media Group is active in 40 markets offering

television, radio and outdoor audience measurement, print readership, advertising

information services and customized media research. The Media Group of Nielsen is the

recognized 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 worlds leading

advertising markets (including North America, Europe, Asia Pacific and Africa) we can

measure expenditure and creatives daily, providing an always open window on the world

of media.

Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company

with leading market positions in marketing and consumer information, television andother media measurement, online intelligence, mobile measurement, trade shows and

related properties. Nielsen has a presence in approximately 100 countries, with

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please visit www.nielsen.com.


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AddressGlobal AdView

Nielsen

Diemerhof 2

1112 XL Diemen

The Netherlands

Postal AddressGlobal AdView

Nielsen

P.O. Box 22609

1100 DC Amsterdam ZO

The Netherlands

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

E [email protected] www.nielsen.com

Nielsen Global AdView Pulse Q3 2012

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