US Presidential election and London Olympics helped boost global advertising spend in Q3 2012 by 4.3 per cent

Global advertising spend grew by 4.3 per cent in the third quarter of 2012, the latest Nielsen Global AdView has reported.

The quarterly report has found that spending grew to £139 billion, over four per cent higher than during the third quarter in 2011, and higher than the 2.7 per cent growth recorded during the first six months of 2012.

The growth in spend is thought to result from the amount spend ahead of the presidential election last year, which saw Barak Obama retail the White House, with North America seeing a five per cent increase through September, and a 10.2 per cent increase overall during the third quarter.

Both the automotive industry and service categories are also said to have increased spend by ‘double-digits’ compared with the same period in 2011.

Advertising investment also drove growth in the Middle East and Africa, up by 18.9 per cent.

Western Europe was reported to have seen a decrease of 2.7 per cent decrease in advertising spend during the first half in comparison with the previous year, which deepened further during the third quarter of the year by 4.8 per cent – leading to an overall decline in Europe of 3.4 per cent.

Advertising spend in Asia Pacific increased by 2.7 per cent however for September and recorded an overall increase for the third quarter of 3.5 per cent. This was supported by China’s advertising market growing by 3.1 per cent during the third quarter.

Randall Beard, global head of advertiser solutions for Nielsen said that the growth in global advertising spend grew partly as a result of the Olympics, as well as the US Presidential election, but could not be sure if spending levels would have dipped in the fourth quarter.

Money counting image provided courtesy of Shutterstock

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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