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Report finds FMCG brands now account for a quarter of global advertising spend

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By John Glenday, Reporter

January 31, 2013 | 1 min read

Fast moving consumer goods have defied lacklustre global growth in advertising spend to claw out a 25% share of the global market, according to data firm Nielsen’s quarterly Global AdView Pulse report.

This showed that FMCG companies constituted the largest sector by ad spend market share, now accounting for a quarter of all ad spending after posting a 6% increase in 2012 driven largely by food and drink advertising

Advertising in the Middle East and Africa were major contributors to overall gains with regional year-to-date increase in FMCG spending of 41 percent.

Other top sectors for year-on-year growth in ad spend were named as telecom, media and automotive with telecommunications leading growth in year-to-date advertising spend at 6.6%.

In media broadcasters splashed 8.3% more on ad spending in 2012 to date, partly attributable to broadcasters filling slots on their own channels, whilst the automotive sector saw a 6% hike in the first three quarters of 2012 versus the same period in 2011.

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