Global Advertising Grew in 3Q

The amount of money spent on TV, radio and print advertising worldwide grew in the third quarter last year, according to a Nielsen report. For the three months ending Sept. 30, 2008, the global ad market increased 2.9 percent compared to the same period in 2007. The North American ad market registered a 3.1 percent in 3Q with an assist from the Olympics and the presidential campaign. The growth was greatest in the Asia Pacific region, which was up nearly 8 percent, led by China’s growth of 16 percent. The results represent the first time the Asia Pacific region surpassed the United States as the biggest spender on the global market, accounting for more than 39 percent of total spending.

Europe pulled the global average down with a decline of almost 6 percent, even as six countries in the region posted increases. Spain was down 22 percent; Turkey, by 37 percent.

Radio and television benefited most from global ad growth, while print lost nearly two percent of spending to television. TV grew 8.1 percent in the quarter globally, even with a 6.6 percent dip in Europe. Radio remained stable in North America and Europe, but posted nearly 10 percent growth in Asia Pacific. Magazines were down 6 percent over all; newspapers lost nearly 4 percent.

By sector, automotive dipped the most, down nearly 7 percent. The financial sector also dropped, by more than 2 percent. All other sectors registered increases. Distribution channels grew nearly 14 percent; entertainment grew by 10 percent; clothing and healthcare both grew nearly 8 percent.

The top 20 advertisers in the world market (in descending order) are:
Proctor & Gamble
General Motors
Daimler Chrysler
Johnson & Johnson
Reckitt & Benckiser
Glaxo SmithKline