Global advertising spending grows in spite of the economy | Key4Communications |

Global advertising spending grew 5.7% in the second quarter of 2011, according to a research done in 36 countries by Nielsen. Growth in the first quarter was of 8.9% and advertising fell in 16 of the 36 markets included in the study, "but, based on the global economy and the financial problems many countries have experienced, a 5.7% increase for quarterly year-on-year global ad spend is still great news,”, said Randall Beard, Global Head of Advertiser Solutions for Nielsen.

Global advertising in Q2 totaled $127 billion (mainly based on published rate cards and four major media types), and the first half of 2011 closed with a 7.2% growth over the same period in 2010.

According to the study, clothing and accessories, which was among the worst hit recession categories in 2009, posted the highest quarterly year-on-year increase in the second quarter – up 17.9% globally, driven by a 27.9% increase in Asia Pacific.

Radio registered the largest percentage increase among all traditional media in Q2 (8.2%), but overall television continued to dominate global advertising, accounting for 65% of total spend.

Online ad spending
Online advertising grew 23% in the first half of 2011, compared to the same period of 2010. According to Internal Advertising Bureau, total spending for the year could reach $31.3 billions, surpassing the $26 billions registered last year. All business sectors have increased their investment in online advertisement, expect health and packaged goods.