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Advertising Trends-Feb-2011
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Advertising Trends-Feb-2011



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  • 1. Nielsen Global AdViewMonthly Advertising Report on EuropeFebruary 2011 1 Monthly Advertising Report on Title of Presentation Europe: February 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  • 2. Monthly Report onNielsen Global AdView Europe: February 2011Europe The European ad market performed well in the first twoTotal advertising trend months of the year, recording an 8.2 percent growth versus the same months in 2010. In terms of total spend, the seven Year to date 2011 February 2011 European countries monitored in this report recorded 7.5 billion USD in ad spend in January and February 2011, up + 8.2% +8.4% from 6.9 billion USD in January and February 2010. Television (+10.5%) and Radio (+4.6%) experienced growthMedia Types February 2011 in February 2011 when compared with the same month in 2010; perhaps more surprising, however, was the positive TV: +10.5% Newspapers: +1.1% performance by both Newspapers (+1.1%) and Magazines (+6.3 percent), which have struggled with negative spend trends on and off through the past several months. Internet ad spend continued its fast rise with a +37.6 Magazines: +6.3% Radio: +4.6% percent increase in February 2011. While still representing a smaller share of the market, Internet advertising increased its share of spend from +5.0 percent of all media types in 2010, to 6.5 percent year-to-date in 2011.Macro - Sectors February 2011 Automotive was the star performer amongst other macro Auto: +20.6% FMCG: +3.5% sectors in February, recording a +20.6 percent increase against the same month in 2010. While some analysts are Distr.: +14.8% Health: +0.1% concerned that automotive supply chain issues originating from the Japanese earthquake and tsunami will impact the Enter.: +11.0% Media: +9.8% US ad market, similar impacts have not yet reverberated Finance: +1.6% Telecom: +6.5% within the European automotive ad market. 2 Monthly Advertising Report on Europe: February 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  • 3. Monthly Report on Nielsen Global AdView Europe: February 2011 Total advertising trend6000 Market -- Advertising Expenditure Trend (Million €) Media -- % Share of Spend -- YTD Media -- % change YTD and last month5000 2011 0.7 Outdoor TELEVISION 10.5 6.5 9.4 44.5 13.7 Month Cinema 4.64000 RADIO 5.3 Year to date Internet OUTDOOR 6.23000 6.72000 23.7 2010 NEWSPAPERS 1.1 1.1 2010 6.0 5.0 0.7 TV 5.0 13.7 MAGAZINES 6.3 8.31000 2011 44.0 Magazines 37.6 INTERNET 39.3 0 Jan Feb M ar Apr May Jun Jul Aug Sep Oct Nov Dec Newspapers 4.4 Radio CINEMA 2.0 25.4 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 6.1 5.1 Market -- Year on year % change by month Sectors -- % change YTD and last month Sectors -- % Share of Spend -- YTD Telecom. 2011 Automotive Automotive 20.6 7.6 9.5 14 16.3 10.1 2.3 6.8 Clothing & Access Clothing & Acc. 12.2 12 8.8 8.1 6.8 Distribution Distribution 14.8 10 15.3 Durables 8.2 8.1 8.4 Durables 23.8 8 19.7 5.1 Entertainment 11.0 15.1 Entertainment 8.9 6 21.7 5.7 Financial 1.6 Financial 7.5 8.9 3.8 9.8 2.3 6.4 4 FMCG 3.5 4.3 FMCG 8.6 6.2 2 Healthcare 0.1 Healthcare -1.9 Month 0 Year to Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Industry & Serv. 0.1 Industry & Serv. 5.7 date 2.1 15.0 Year to date 9.8 Media 5.9 Media 10.7 22.5 Telecom 6.5 9.0 2010 -5 0 5 10 15 20 25 30 3 Monthly Advertising Report on Europe: February 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  • 4. Methodology Nielsen Global AdView notesThis report is run by The Nielsen Company, Media Group, Global AdView and reports on advertising expenditure for Germany, Ireland, Italy, TheNetherlands, Norway, Switzerland, United Kingdom.The source of information for all data included in the report is The Nielsen Company, Media Group*. All figures are gross with the exception of Italy, forwhich they are estimated using the official weighting factors provided by The Nielsen Company, Media Group, Italy. Figures are reported in million Euros.This report includes spend on the following media types: TV, Newspaper, Magazines, Radio, Outdoor, Cinema, and Internet. UK Internet was excludedas the data was not available at the time of publication.Macro-sectors include the following Categories:• Automotive: Automotive• Industry & Services: Business Services, Property, Institutions, Power & Water• Clothing & Accessories: Clothing & Accessories• FMCG: Cosmetics & Toiletries, Drinks, Food, Housekeeping Products, Tobacco• Distribution Channels: Distribution Channels• Durables: Domestic appliances, Furnishings & Decoration, Information Technology• Entertainment: Entertainment, Leisure products, Transport & Tourism• Financial: Financial• Healthcare: Healthcare• Media: Media & Publishing• Telecommunications: Telecommunications * Switzerland in association with Media Focus 4 Monthly Advertising Report on Europe: February 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  • 5. About nielsen Nielsen Global AdViewNielsen Global AdView provides international advertising information services and provides clients with intelligence on how their competitors arespending, and creative activity, in more than 80 countries, along with a deep and complete knowledge of local market advertising trends. Spend andcreative content can be compiled, linked and harmonized at category and product level to enable quick strategic insight into competitive activity.One of the major businesses of The Nielsen Company, the Media Group is active in 40 markets offering television, radio and outdoor audiencemeasurement, print readership, advertising information services and customized media research. The Media Group of The Nielsen Company is therecognized market standard for media information in the largest advertising territories. Thanks to the local presence of our own branches in more than20 of the world’s leading advertising markets (including North America, Europe, Asia Pacific and Africa) we can measure expenditure and creativesdaily, providing an always open window on the world of media. !The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television andother media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active inapproximately 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com. 5 Monthly Advertising Report on Europe: February 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.