Global Ad Spend: Latin America and Asian Nations Lead the Charge


Global Ad Spend: Latin America and Asian Nations Lead the Charge

Advertising spend continues to rebound globally, though increases slowed in the first quarter of 2013. According to Nielsen’s quarterly Global AdView Pulse report, global advertising grew just 1.9 percent from the first quarter of 2012. Trends fluctuated across the regions, as quarterly spending dropped in Europe, marginally increased in the Middle East, Africa, Latin America and the Asian-Pacific, and remained flat in North America.

Spending in the Middle East and Africa continued to recover from the spending decline of early 2012, as advertising spend grew 2.9 percent during Q1. Despite the upward progression, the region remains affected by the civil unrest in Egypt, one of the region’s largest markets, where ad spend declined by 20 percent.

Latin America was the star performer for the first quarter with ad spend growth of 11.9 percent. Impressively, spending grew in all countries in the region during the period. This emerging region does, however, face its own challenges, as some countries, like Argentina, are experiencing rising unemployment and high inflation.

In looking at Europe, it’s clear that ad spend is still declining under the weight of the region’s economic problems. It seems unlikely that the region will recover from these challenges in the short term. Growth in ad expenditures steadily continued in the Asia-Pacific, where spending grew 5.8 percent in the first quarter. The best performers in the region were China, Indonesia and Philippines, which all saw roughly 20 percent growth. Japan was the only country where ad spend decreased (down 1.1%).




The global ad view pulse Lite report for Q1 the top-line report is ready for download

PLEASE NOTE: we are advertising a trial offer for the Pulse report, this quarter, so that clients could purchase the full Q1 2013 report and and additional 2013 edition of their choice for the exceptional price of 500EUR (for the PDF report only, without Excel data source). A one-time only offer, valid until end of August. 10% member CASBAA discount still applies.


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.

The external data sources for the other countries included in the report are:

Argentina: IBOPE Brazil: IBOPE Croatia: Nielsen in association with Ipsos

Egypt: PARC (Pan Arab Research Centre) Greece: Media Services Hong Kong: admanGo Japan: Nihon Daily Tsushinsha Kuwait: PARC (Pan Arab Research Centre) Lebanon: PARC (Pan Arab Research Centre) Mexico: Nielsen IBOPE Pan-Arab Media: PARC (Pan Arab Research Centre) Portugal: Mediamonitor Saudi Arabia: PARC (Pan Arab Research Centre) Spain: Arce Media Switzerland: Nielsen in association with Media Focus UAE: PARC (Pan Arab Research Centre)


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