Quarter 3 2011
Quarter 3 2011
© The Nielsen Company, 2011                     p y,    This report, in full or in part, cannot be reproduced or transmitt...
Table of ContentsWorld Trends – Year to Date                                     7World Trends – Quarter                  ...
Global AdView Pulse   Quarter 3 20116
World Trends   Year to date
Global Advertising Trends    Year to date    World Trends      Main Events      M i E                                     ...
World Trends            Year to dateThe third quarter of 2011 was a volatile one for global economies, with Standard & Poo...
Global trend – overview by region and country     Year on Year % change     GLOBAL                                        ...
World Trends                                                   Year to dateMedia Types                                    ...
Macro – Sectors     After     Aft more cautionary spending in th second quarter, ad spending i th macro sectors           ...
World Trends                    Year to date Macro – Sectors: % change by Region   Automotive                             ...
Categories rank and % Share of Spend     1       Healthcare                                                               ...
World Trends      Quarter
Global Advertising Trends     Quarter     World Trends      After a slight cool down in ad spending during the            ...
World Trends                                             QuarterGlobal trend – overview by region and countryYear on Year ...
Media Types                                                                                                   Media -- % c...
World Trends                                  QuarterMacro – SectorsThe more contained growth                             ...
Macro – Sectors: % change by Region       Automotive                                              Clothing & Accessories  ...
World Trends                            QuarterCategories rank and % Share of Spend1    Healthcare                        ...
Global AdView Pulse   Quarter 3 201122
North America
North America         Region Overview         Advertising spend in North America continued to recede         slightly from...
North America               NORTH AMERICA  Market -- Year on year % change by month                                       ...
Categories rank and % Share of Spend – Year to date     1        Media & Publishing                                       ...
Asia Pacific        Region Overview        Ad spending in the Asia Pacific posted the strongest        year-on-year growth...
ASIA PACIFIC   Market -- Year on year % change by month                                                                   ...
Asia PacificCategories rank and % Share of Spend – Year to date1     Healthcare                                           ...
Europe       Region Overview       After reporting a -0.9 percent decline in Q2, the European       advertising market reb...
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
Nielsen Global Ad View Q3 2011
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Nielsen Global Ad View Q3 2011

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Transcript of "Nielsen Global Ad View Q3 2011"

  1. 1. Quarter 3 2011
  2. 2. Quarter 3 2011
  3. 3. © The Nielsen Company, 2011 p y, This report, in full or in part, cannot be reproduced or transmitted in any form or by any means without written permission of Nielsen, Media Group, Global AdView. While every effort has been made in the preparation of this report to ensure accuracy of the content, Nielsen, Media Group, Global AdView, cannot accept any liability in respect of errors or omissions or for any losses or consequential losses arising from such errors or omissions. R d i i Readers will appreciate th t th contents are only as up-to-date as th i ill i t that the t t l t d t their availability and compilation and printing schedules will allow, and are subject to change during the natural course of events. Global AdView Pulse Quarter 3 20114
  4. 4. Table of ContentsWorld Trends – Year to Date 7World Trends – Quarter 15Regional Overview 23North America 24Asia Pacific 27Europe 30Latin America 33Middle East & Africa 36Methodology 39About Nielsen Gl b l AdViAb t Ni l Global AdView 48Sneak Preview 50 Global AdView Pulse Quarter 3 2011 5
  5. 5. Global AdView Pulse Quarter 3 20116
  6. 6. World Trends Year to date
  7. 7. Global Advertising Trends Year to date World Trends Main Events M i E Main Facts M i F • The eurozone debt crisis worsens, having a • Ad spend growth picks up again in Q3, recording domino effect on economies around the world a 9.6% increase vs Q3 2010 and a 8.1% increase when comparing January to September 2011 to • Standard & Poor downgrades the US’ AAA credit the same period in 2010 rating, with France also at risk • Global online consumer confidence falls for the • All four major media types show healthy growth, seventh consecutive quarter, as a recessionary with Radio (16.2%) overtaking TV (12.6%) with mindset grows amongst consumers the hi h h highest percentage growth d i Q3 h during • Double-digit increases in spending are seen in 6 of 11 macro sectors during Q3 Macro Economic Trends Advertising Expenditure Trend Million USD 50000 • GDP (constant prices)** + 4.0% 45000 • Consumer Prices** + 5.0% 40000 35000 • Nielsen Consumer Confidence Index*: 88 30000 (-1 compared to Q2 2011) 25000 2010 20000 2011 15000 **2011 vs 2010 forecasts 10000 * Q3 2011 survey 5000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Regions -- Year on year % change Year on year % change by month 12.0 12.4 11.5 11.4 9.5 8.1 8.8 9.0 8 8.4 8.9 8.1 81 6.2 5.4 3.7 3.2 1.2 Year to Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Global North America Asia Pacific Europe Lat. America ME & Africa date Note: media included in the global overview: Television, Newspapers, Magazines and Radio Global AdView Pulse Quarter 3 20118
  8. 8. World Trends Year to dateThe third quarter of 2011 was a volatile one for global economies, with Standard & Poor’sdowngrade of th US’ AAA credit rating, and th worsening eurozone d bt crisis. Gl b ld d f the dit ti d the i debt i i Globalonline consumer confidence fell for the seventh consecutive quarter according to the thirdquarter global online consumer confidence findings from Nielsen, with over halfconsumers surveyed saying that they are currently in a recession—up four percentagepoints from last quarter and seven points from the start of the year.Against the backdrop of the very tumultuous start of 2011, however, the advertisingmarket in the third quarter posted better year on year performance than both the first and year-on-yearsecond quarters. Advertising spend grew 9.6 percent during the third quarter—up fromthe 5.8 percent recorded in Q2, and 9.1 percent growth seen in Q1. When comparing theJanuary to September period against the same period in 2010, ad spending grew by 8.1percent.Europe’s ad market, which posted a small decline in spending during the second quarter,rebounded slightly during Q3 posting flat spending of 0 3 percent despite the unfolding Q3, 0.3economic crisis. Though cautious spending still continues, the dramatic double-digitdecreases seen in Greece, Spain, and Turkey during the second quarter were moretempered in the third, at -5.9 percent, -9.0 percent, and -9.2 percent respectively.Major markets of France (+4.1%), Germany (+0.6%), and the UK (+1.1%) propped themarket up with small increases in ad spend during the third quarter. Year-to-date, Europeended the first three q arters of 2011 with a 1 2 percent increase in spending quarters ith 1.2 spending.The ad markets in the Asia Pacific (+12.9%), Latin America (16.9%), and Middle East &Africa (15.7%) posted double-digit increases during Q3—all higher gains thanexperienced in Q2. The Middle East market, slammed hard by the impacts of the ArabSpring, rebounded strongly from the +2.2 percent growth seen in the second quarter.All f four major media types reported i j di d increases i ad spending d i the third quarter, with in d di during h hi d ihTelevision as the dominant media type, reporting a 12.6 percent increase in spending forQ3, and a 10.8 percent increase year-to-date.FMCG, a major contributor to advertising spend, still suffered from ad budget cuts inNorth America (-2.8%) and Europe (-4.9%), though it globally contributed 8.7 percentmore ad spend in the third quarter of 2011 when compared with Q3 2010. Global AdView Pulse Quarter 3 2011 9
  9. 9. Global trend – overview by region and country Year on Year % change GLOBAL 8.1 North America 3.7 Canada -0.5 United States of America 4.0 Asia Pacific 11.5 Australia -0.8 08 China 18.0 Hong Kong 12.9 Indonesia 22.7 Japan -0.6 Malaysia 13.4 New Zealand 2.3 pp Philippines 14.7 Singapore 6.2 South Korea 1.2 Taiwan -0.8 Thailand 7.4 Europe 1.2 France 8.2 Germany 1.4 Greece G -14.5 14 5 Ireland -2.0 Italy -4.1 The Netherlands 2.7 Norway 9.4 Portugal 1.3 Spain -7.9 Switzerland 7.9 79 Turkey 22.5 United Kingdom -0.3 Latin America 12.0 Argentina 30.9 Brazil 13.1 Mexico 1.2 Middle East and Africa 9.5 Egypt -43.5 Kuwait -0.6 Lebanon 2.0 Pan-Arab Media 9.7 Saudi Arabia 6.4 South Africa 29.1 United Arab Emirates -2.8 Global AdView Pulse Quarter 3 201110
  10. 10. World Trends Year to dateMedia Types Media -- % change year to dateThe four major media typesshowed positive trends globally TELEVISION 10.8during the first three quarters of2011, with Television and Radio RADIO 10.8both seeing 10.8 percentincreases in advertising NEWSPAPERS 1.7expenditure when comparingJanuary to September 2011 with MAGAZINES 3.5the same period of 2010.Television, which held 63.5percent of spend in the first three Media by Region -- % change year to datequarters of 2010 now holds 65 1 2010, 65.1 27.4 North America Asia Pacificpercent of spend amongst the Europe Middle East and Africa Lat. America 18.6other main media types—though 17.0 15.4 13.0some analysts believe that 11.6 10.5 12.7 7.9Television ad spending growth will 5.4 6.4 3.4 2.9 2.9 2.5begin to stall in the coming three 0.9 0.6years. D bl di it i Double-digit increases i in -2.3 -1.4Television ad spending were seen -7.2 MAGAZINES NEWSPAPERS RADIO TELEVISIONin the Asia Pacific, Latin America,and the Middle East & Africa, withmore mature markets such as Media -- % Share of Spend -- year to dateEurope (+2.9%) and North 2011America (+6.4%) also posting 8.6increases in TV expenditure. 21.0Magazines reported a positive 65.1trend at 3.5 percent, and 5.3 2010 9.0Newspapers reported a growth of Television 22.31.7 percent—though experiencing Radio 63.5declines in both North America Newspapers(-7.2%) and Europe (-2.3%). Magazines 5.2 Global AdView Pulse Quarter 3 2011 11
  11. 11. Macro – Sectors After Aft more cautionary spending in th second quarter, ad spending i th macro sectors ti di i the d t d di in the t generally increased in the third quarter, positively impacting the trends for the sectors for the period January to September 2011 vs the same period in 2010. Ad spending for the sector with the highest share of spend, FMCG, grew by 7.1 percent from January to September 2011, though decreases in spending were seen in North America (-1.4%) and Europe (-2.9%). Year-to-date, FMCG ad spend represented 25.2 percent of all ad spending; in the same period of 2010, this figure was 25 4 percent 2010 25.4 percent. Clothing & Accessories (albeit representing only a 3.2% share of spend) continued its ad spending spree, spending 19.5 percent more on advertising in the first three quarters of 2011 vs 2010. Healthcare, with a 10.3 percent share of spend, also grew in the double- digits—by +12.6 percent when compared to January to September 2010. Sectors -- % Share of Spend -- year to date 2011 Financial 7.6 5.1 8.1 3.2 FMCG 5.0 11.3 5.3 Healthcare Industry & Serv Serv. Media 10.3 11.5 Telecom. 5.2 25.2 2010 Automotive 7.7 5.3 8.0 2.9 5.0 Clothing & Access. 11.1 5.3 Distribution Durables 11.7 Entertainment 9.9 5.2 52 25.4 Sectors -- % change year to date AUTOMOTIVE 8.5 CLOTHING & ACCESSORIES 19.5 DISTRIBUTION CHANNELS 8.5 DURABLES 7.3 ENTERTAINMENT 5.7 FINANCIAL 7.8 FMCG 7.1 HEALTHCARE 12.6 INDUSTRY & SERVICES 9.4 MEDIA 6.0 TELECOMMUNICATIONS 4.6 Global AdView Pulse Quarter 3 201112
  12. 12. World Trends Year to date Macro – Sectors: % change by Region Automotive Clothing & Accessories 29.7 19.5 20.3 15.2 8.5 11.1 11.6 10.7 8.4 8.0 5.2 -15.5Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Distribution Channels Durables 14.5 11.2 12.9 7.3 8.5 8.6 5.4 5.7 2.8 3.5 0.4 2.0 Global N. Am Asia P. Europe Lat. Am ME & A.Global N. Am Asia P. Europe Lat. Am ME & A. Entertainment Financial 11.3 12.2 8.0 7.8 9.2 5.7 5.1 6.1 1.8 1.8 3.7 -0.7Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. FMCG Healthcare 18.8 17.0 18.0 12.2 12.6 7.1 9.5 9.3 4.7 0.5 -1.4 -2.9GlobalGl b l N. Am N A Asia P A i P. Europe E Lat. A L t Am ME & A A. Global Gl b l N. Am N A Asia P A i P. Europe E Lat. A L t Am ME & A A. Industry & Services Media 40.8 17.9 9.4 9.3 9.3 10.3 6.0 3.4 1.1 0.4 -1.9 -4.7Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Telecommunications Others 24.0 2.4 2.9 12.3 4.6 -2.9 -10.4 3.3 3.6 2.6 1.9 -44.0 -44 0Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Global AdView Pulse Quarter 3 2011 13
  13. 13. Categories rank and % Share of Spend 1 Healthcare 10.3 2 Cosmetics & Toiletries 9.3 3 Automotive 8.1 4 Media & Publishing 7.6 5 Food 7.4 6 Entertainment 6.3 7 Drink 5.8 8 Financial 5.2 9 Telecommunications 5.1 10 Distribution Channels 5.0 11 Institutions 4.8 12 Industry, Agr. & Property 3.7 13 Clothing & Accessories 3.2 14 Furnishings & Decoration 2.8 15 Transport & Tourism 2.6 16 Housekeeping Products 2.6 17 Leisure Products 2.6 18 Business Services 2.5 19 Information Technology 1.3 20 Domestic Appliances 1.1 11 21 Power & Water 0.3 22 Tobacco 0.1 Top 20 Global Spenders 1 PROCTER & GAMBLE 11 VERIZON COMMUNICATIONS 2 UNILEVER 12 TIME WARNER 3 FORD 13 JOHNSON & JOHNSON 4 LOREAL 14 CHRYSLER 5 GENERAL MOTORS 15 RECKITT BENCKISER 6 AT&T 16 HONDA MOTOR 7 TOYOTA MOTOR 17 KRAFT FOODS 8 NESTLE 18 MARS 9 MCDONALD’S 19 THE COCA COLA COMPANY 10 VOLKSWAGEN GROUP 20 GLAXOSMITHKLINE Global AdView Pulse Quarter 3 201114
  14. 14. World Trends Quarter
  15. 15. Global Advertising Trends Quarter World Trends After a slight cool down in ad spending during the g p g g Highlights Hi hli h second quarter, third quarter ad spending picked up again—posting a 9.6 percent increase on Q3 • Ad spend grew globally by 9.6% in Q3 2011 when compared with 2010. Despite the worsening crisis in the Q3 2010, reversing the cool eurozone as well as decreasing consumer down seen in Q2 confidence, spending increases in the Asia • All major media types showed Pacific (+12.9%) , Latin America (+16.9%), and positive increases in spending the Middle East & Africa (+15.7%) returned to the globally in Q3, with radio topping TV in percentage growth double-digits during the third quarter, with Q3 posting the best year-on-year results so far in • Western Europe posted a slight increase in ad spend, after a 2011. Though weighed down by ad spending slight decline was seen in Q2 cuts in Italy (-0.9%) and Spain (-9.0%), stable spending in France, Germany, and the UK reversed the negative trend Europe saw in Q2: Europe’s ad market in Q3 saw a 0.3 percent increase on Q3 2010. The Middle East, which reported a 2.2 percent growth during the second quarter as a result of the Arab Spring’s impact to that market, rebounded strongly to show a 15.7 percent growth in spending versus Q3 2010. Q3 also saw the return to double-digit growth for the macro sectors: 6 of 11 macro sectors increased ad spending by more than 10 percent—a considerable increase from Q2, which saw d bl di it i hi h double-digit increases i Cl thi & A in Clothing Accessories and H lth i d Healthcare only. l Regions -- % change last quarter Year on year % change by quarter 16.9 15.7 12.9 9.6 9.6 9.1 8.1 81 5.8 2.1 0.3 Year to date Q1 Q2 Q3 Q4 Global North America Asia Pacific Europe Lat. America ME & Africa Note: media included in the global overview: Television, Newspapers, Magazines and Radio Global AdView Pulse Quarter 3 201116
  16. 16. World Trends QuarterGlobal trend – overview by region and countryYear on Year % changeGLOBAL 9.6North America 2.1 Canada -5.0 United States of America 2.6Asia Pacific 12.9 Australia 47 -4.7 China 19.2 Hong Kong 11.9 Indonesia 25.4 Japan 1.6 Malaysia 11.5 New Zealand 3.6 pp Philippines 14.5 Singapore 9.1 South Korea 7.0 Taiwan 5.3 Thailand 5.2Europe 0.3 France 4.1 Germany 0.6 Greece G 59 -5.9 Ireland -2.9 Italy -0.9 The Netherlands 2.5 Norway 6.6 Portugal -1.5 Spain -9.0 Switzerland 8.7 87 Turkey -9.2 United Kingdom 1.1Latin America 16.9 Argentina 29.2 Brazil 19.2 Mexico 6.0Middle East and Africa 15.7 Egypt -30.5 Kuwait 2.3 Lebanon 0.4 Pan-Arab Media 17.6 Saudi Arabia 5.5 South Africa 34.9 United Arab Emirates -1.3 Global AdView Pulse Quarter 3 2011 17
  17. 17. Media Types Media -- % change last quarter Radio, posting an +16.2 percent increase in ad spend when TELEVISION 12.6 comparing Q3 2011 to Q3 2010, overtook Television in terms of RADIO 16.2 percentage gains—though Television followed closely with a NEWSPAPERS 2.9 +12.6 percent growth globally. 12 6 h l b ll Newspaper ad spend, which MAGAZINES 1.1 posted a 2.9 percent growth globally in the third quarter, declined in North America (-9.4%) and Europe (-3.7%). The ad spend Media by Region -- % change by quarter declines in Newspapers however Newspapers, however, North America Asia Pacific were countered with good growth Europe Lat. America 52.6 Middle East and Africa in Latin America (+14.0) and solid growth in the Asia Pacific and the 30.2 Middle East & Africa (+5.7% and 18.4 18.4 16.5 15.8 3.9% respectively). Magazines, 14.0 13.0 9.0 7.5 5.6 5.7 6.1 which showed positive trends in all p 3.9 1.4 14 regions during the second quarter, -0.4 -1.6 -3.7 -5.3 showed negative trends in three MAGAZINES -9.4 NEWSPAPERS RADIO TELEVISION regions during Q3: North America (-5.3%), Europe (-0.4%), and the Middle East & Africa (-1.6%)— though globally it still posted a growth in spending of 1.1 percent. Global AdView Pulse Quarter 3 201118
  18. 18. World Trends QuarterMacro – SectorsThe more contained growth Sectors -- % change last quarterseen in the second quarter AUTOMOTIVE 5.7appeared to wash away during CLOTHING & ACCESSORIES 20.1the third: 6 of the 11 macro DISTRIBUTION CHANNELS 13.3sectors monitored reported DURABLES 11.0 ENTERTAINMENT 7.4 74double-digit increases i add bl di i i in d FINANCIAL 11.3spending when comparing Q3 FMCG 8.72011 to Q3 2010. FMCG, HEALTHCARE 11.0representing a 25.2 percent INDUSTRY & SERVICES 10.4share of total ad spending, MEDIA 4.9increased advertising spend by TELECOMMUNICATIONS 8.68.78 7 percent in the third quarter quarter,though global spending was negatively impacted by declines in FMCG ad spending inNorth America (-2.8%) and Europe (-4.9%). Financial ad spending also increasedconsiderably during the third quarter—by +11.3 percent over Q3 2010. Clothing &Accessories continued its increase in spending, spending 20.1 percent more in Q3 2011than Q3 2010. Global AdView Pulse Quarter 3 2011 19
  19. 19. Macro – Sectors: % change by Region Automotive Clothing & Accessories 32.2 28.5 20.1 13.4 15.3 5.7 8.1 8.1 2.7 3.1 5.4 -15.0 Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Distribution Channels Durables 20.9 22.8 13.3 16.1 16.6 11.6 11.0 10.0 7.3 3.1 3.4 -0.5 Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Entertainment Financial 20.6 15.1 16.5 16.4 11.9 11.3 7.4 5.8 8.2 1.9 3.7 -0.8 Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. FMCG Healthcare 39.7 21.7 23.3 11.0 14.5 8.7 11.2 3.9 3.8 -2.8 -1.2 -4.9 Global Gl b l N. Am N A Asia P A i P. Europe E Lat. A L t Am ME & A A. Global Gl b l N. Am N A Asia P. A i P Europe E Lat. A L t Am ME & A A. Industry & Services Media 47.3 15.0 16.2 14.9 10.4 14.0 4.9 2.8 2.4 -3.6 -1.2 -5.4 Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Telecommunications Others 57.3 20.9 14.3 8.6 6.5 4.0 3.7 0.3 0.6 -7.1 -6.0 -58 7 58.7 Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A. Global AdView Pulse Quarter 3 201120
  20. 20. World Trends QuarterCategories rank and % Share of Spend1 Healthcare 9.92 Cosmetics & Toiletries 9.53 Automotive 7.84 Media & Publishing 7.45 Food 7.36 Entertainment 6.37 Drink 6.18 Telecommunications 5.39 Financial 5.110 Distribution Channels 5.111 Institutions 5.012 Industry, Agr. & Property 4.013 Clothing & Accessories 3.314 Furnishings & Decoration 2.715 Leisure Products 2.616 Housekeeping Products 2.617 Transport & Tourism 2.518 Business Services 2.219 Information Technology 1.420 Domestic Appliances 1.2 1221 Power & Water 0.322 Tobacco 0.1Top 20 Global Spenders1 PROCTER & GAMBLE 11 RECKITT BENCKISER2 UNILEVER 12 VERIZON COMMUNICATIONS3 L’OREAL 13 TIME WARNER4 FORD 14 JOHNSON & JOHNSON5 GENERAL MOTORS 15 CHRYSLER6 TOYOTA MOTOR 16 NISSAN7 VOLKSWAGEN GROUP 17 FERRERO8 AT&T 18 MARS9 NESTLE 19 GOOGLE10 MCDONALD’S 20 SONY Global AdView Pulse Quarter 3 2011 21
  21. 21. Global AdView Pulse Quarter 3 201122
  22. 22. North America
  23. 23. North America Region Overview Advertising spend in North America continued to recede slightly from previous quarters, though the third quarter of 2011 still recorded a 2.1 percent increase in spending vs the third quarter of 2010. After Standard & Poor downgraded the US’ AAA credit rating in August and US politicians looked on as an economic crisis grew in the eurozone, it’s no surprise that advertisers proceeded cautiously with spending during the third quarter. August notably showed a small decline in spending of -0.6 percent, but spending bounced back in the month of September—recording a 4.1 percent increase over the same month in 2010. The culprit in the spending slowdown was not Highlights Television, which • Advertising spend continues received 6.1 percent to recede slightly with a 2.1% more ad spend in the third quarter than Q3 2010, but growth in Q3 Press—which felt a contraction in spending both in Newspapers (-9.4% vs Q3 2010) and Magazines (-5.3%). • Both Newspapers & Though the decline in Newspapers’ ad spend continued a Magazines contribute to the decline d li trend that has been happening for the past quarters quarters, Magazines’ ad spend decline reversed the period of • 8 of 11 sectors post growth this media type experienced last quarter. 8 of 11 increases in spend, though macro sectors posted increases in ad spend during the FMCG sees a decline third quarter, though FMCG, one of the sectors commanding a large share of spend at 14.9 percent, posted a decline of -2.8 percent. Market -- Advertising Expenditure Trend g p Countries -- % Share of Spend -- YTD p Million USD 201112000 6.510000 Canada 8000 USA 6000 2010 93.5 2011 2010 4000 6.8 2000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 93.2 Note: media included in the region overview: Television Newspapers Magazines and Radio Television, Newspapers, Global AdView Pulse Quarter 3 201124
  24. 24. North America NORTH AMERICA Market -- Year on year % change by month Market -- Year on year % change by quarter 14.2 6.3 5.7 5.0 3.7 4.3 4.1 3.7 3.1 2.3 2.1 -0.2 -0.6 -3.9 Year to date Q1 Q2 Q3 Q4 Year Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec to date Media Types Media -- % change YTD and last quarter Media -- % Share of Spend -- YTD 6.1 2011 14.7 TELEVISION 6.4 13.0 9.0 65.9 RADIO 7.9 79 6.4 2010 15.1 -9.4NEWSPAPERS -7.2 % change Q3 Television 64.2 14.5 % change YTD Magazines -5.3 @Q3 MAGAZINES 0.9 Newspapers Radio 6.2 Macro-Sectors Macro Sectors Sectors -- % change YTD and last quarter Sectors -- % Share of Spend -- YTD Automotive 2.7 % change Q3 8.4 Cloth. & Acces. 5.4 2011 Financial % change 10.7 5.0 12.3 13.6 3.0 Distrib. YTD 11.6 FMCG 3.5 5.6 10.0 8.3 Healthcare Durables 5.4 6.2 Industry & Serv. Entert. Entert 1.9 5.1 51 Media Financial 8.2 8.0 12.2 16.0 Telecom. FMCG -2.8 14.9 7.1 -1.4 3.9 2010 Healthc. 4.7 5.0 11.8 14.0 2.8 5.6 Ind.&Serv. -3.6 Automotive -1.9 -5.4 Clothing & Access. 8.8 6.1 Media 1.1 Distribution Telecom. 0.3 3.3 Durables Entertainment 7.9 15.8 15.7 6.6 Global AdView Pulse Quarter 3 2011 25
  25. 25. Categories rank and % Share of Spend – Year to date 1 Media & Publishing 13.6 2 Automotive 12.3 3 Entertainment 10.7 4 Healthcare 8.0 5 Financial 7.1 6 Distribution Channels 5.6 7 Food 5.2 8 Telecommunications 5.0 9 Cosmetics & Toiletries 4.6 10 Furnishings & Decoration 4.4 11 Institutions 3.6 12 Leisure Products 3.0 13 Clothing & Accessories 3.0 14 Business Services 2.9 15 Drink 2.7 16 Housekeeping Products 2.3 17 Transport & Tourism 2.3 23 18 Industry, Agr. & Property 1.6 19 Information Technology 1.3 20 Domestic Appliances 0.5 21 Power & Water 0.3 22 Tobacco 0.1 Categories rank and % Share of Spend – Quarter 1 Media & Publishing 13.3 2 Automotive 12.3 3 Entertainment 10.5 4 Healthcare 7.5 5 Financial 7.4 6 Distribution Channels 6.3 7 Food 5.2 8 Telecommunications 4.9 9 Cosmetics & Toiletries 4.7 10 Furnishings & Decoration 4.2 11 Institutions 3.7 12 Clothing & Accessories 3.3 13 Leisure Products 2.9 14 Business Services 2.9 15 Drink Di k 2.7 27 16 Housekeeping Products 2.5 17 Transport & Tourism 1.9 18 Industry, Agr. & Property 1.6 19 Information Technology 1.5 20 Domestic Appliances 0.5 21 Power & Water 0.3 22 Tobacco 0.1 Global AdView Pulse Quarter 3 201126
  26. 26. Asia Pacific Region Overview Ad spending in the Asia Pacific posted the strongest year-on-year growth yet for 2011 in the third quarter, with Q3 seeing a 12.9 percent increase in ad spending vs the same quarter in 2010. For the period January to September 2011 ad spending has increased 11 5 2011, 11.5 percent versus the corresponding period in 2010. All media types contributed to the healthy increase, with Television—the dominant media type at 66.9 percent— recording a 16.5 percent increase in ad expenditures during the third quarter. In comparison with the second Highlights g g quarter, which saw 9 of 11 macro sectors spending • Advertising spending in the more on advertising than Q2 Asia Pacific posts highest 2010, all 11 macro sectors reported increases in ad year-on-year growth in Q3 spending when comparing Q3 2011 with Q3 2010—with • All 11 macro sectors post Clothing & Accessories continuing to record the highest increases in ad spend percentage growth (32.2% vs Q3 2010). Japan’s ad market, • Japan’s ad market sees Japan s which was hammered after a massive earthquake and q an increase in spending tsunami in March, saw increases in ad spending during the during Q3—beginning the third quarter—up 1.6 percent from Q3 2010. recovery process after the disasters experienced in Q1 Market -- Advertising Expenditure Trend g p Countries -- % Share of Spend -- YTD p Million USD 2011 0.9 0.7 1.5 New Zealand25000 0.1 1.5 3.8 Philippines 2.7 2.4 22.2 Singapore20000 South Korea15000 Taiwan 55.1 Thailand10000 2010 4.4 2011 4.7 Australia 1.0 0.8 0.2 2.6 2.6 4.2 2010 1.5 1.6 5000 China 24.9 Hong Kong 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Indonesia 4.0 Japan 52.0 4.6 Malaysia Note: media included in the region overview: Television, Newspapers, Magazines and Radio Global AdView Pulse Quarter 3 2011 27
  27. 27. ASIA PACIFIC Market -- Year on year % change by month Market -- Year on year % change by quarter 17.8 15.7 12.9 12.3 12.9 13.0 11.5 11.5 10.0 10 0 10.1 9.4 9.2 8.2 7.1 Year to date Q1 Q2 Q3 Q4 Year Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec to date Media Types Media -- % change YTD and last quarter Media -- % Share of Spend -- YTD 16.5 2011 4.5 TELEVISION 15.4 25.7 13.0 RADIO 66.9 11.6 11 6 2.9 2010 4.8 5.7 27.7 NEWSPAPERS 3.4 % change Q3 Television % change YTD @ Magazines 5.6 64.7 MAGAZINES Q3 5.4 Newspapers 2.9 Radio Macro-Sectors Macro Sectors Sectors -- % change YTD and last quarter Sectors -- % Share of Spend -- YTD 8.1 Automotive 11.1Cloth. & Acces. 32.2 2011 Financial 29.7 2.2 3.6 4.7 3.7 3.1 11.2 5.2 FMCG 20.9 Distrib. 14.5 9.9 Healthcare 16.6 Durables 11.2 Industry & Serv. 11.9 Media Entert. 8.0 16.0 3.3 Telecom. 15.1 Financial 9.2 32.1 11.2 4.7 2010 FMCG 3.9 2.4 3.2 3.0 9.5 Automotive 10.6 5.2 14.5 Healthc. 17.0 Clothing & Access. 10.3 Ind.&Serv. 15.0 Distribution 17.9 % change Durables 15.3 2.8 Q3 3.4 Media 0.4 Entertainment % change Telecom. 14.3 YTD 32.7 3.6 Global AdView Pulse Quarter 3 2011 28
  28. 28. Asia PacificCategories rank and % Share of Spend – Year to date1 Healthcare 16.02 Cosmetics & Toiletries 12.33 Food 8.54 Drink 8.45 Industry, Agr. & Property 4.96 Entertainment 4.97 Automotive 4.78 Clothing & Accessories g 3.79 Telecommunications 3.610 Financial 3.311 Institutions 3.312 Distribution Channels 3.113 Transport & Tourism 2.914 Business Services 2.715 Housekeeping Products 2.716 Media & Publishing 2.217 Furnishings & D F i hi Decoration ti 2.218 Leisure Products 2.119 Domestic Appliances 1.720 Information Technology 1.321 Power & Water 0.322 Tobacco 0.2Categories rank and % Share of Spend – Quarter1 Healthcare 15.22 Cosmetics & Toiletries 12.63 Drink 8.54 Food 8.35 Industry, Agr. & Property 5.36 Entertainment 5.27 Automotive 4.68 Telecommunications 3.89 Clothing & Accessories 3.610 Institutions 3.411 Financial 3.312 Distribution Channels 3.113 Transport & Tourism 3.014 Housekeeping Products 2.715 Leisure P d t L i Products 2.4 2416 Furnishings & Decoration 2.317 Business Services 2.118 Media & Publishing 2.019 Domestic Appliances 1.820 Information Technology 1.521 Power & Water 0.322 Tobacco 0.1 Global AdView Pulse Quarter 3 2011 29
  29. 29. Europe Region Overview After reporting a -0.9 percent decline in Q2, the European advertising market rebounded softly in the third quarter— recording a 0.3 percent increase versus Q3 2010. This flat growth was experienced in spite of the worsening economic crisis in the eurozone, propped up by stable spending in France (+4.1%), Germany (+0.6%), and the UK (1.1%). Norway and Switzerland, though smaller markets representing a 6.1 and 5.5 percent share of spend respectively, reported the highest percentage gains in spend at 6.6 percent and 8.7 percent over Q3 2010. Conversely, larger markets Italy and Spain posted negative ad spending for the quarter, at -0.9 percent and -9.0 percent respectively The FMCG sector was a main 90 respectively. Highlights contributor to the slowdown in the market, with a -4.9 • European advertising closes percent decline in spending during the third quarter. Q3 with a slight increase of 0.3% compared with Q3 2010 Representing a 25.9 percent share of spend, decreases in FMCG ad spending highly impact the market—though 7 of • FMCG posts the largest decrease in spending at -4.9% the 11 macro sectors monitored posted an increase in spending for Q3. Industry & Services, representing an 8.1 • Industry & Services posts the largest percentage increase in percent share of spend, posted the highest percentage spending, at +14.0% for Q3 increase in ad spend during the third quarter—at +14.0 percent. Market -- Advertising Expenditure Trend g p Countries -- % Share of Spend -- YTD p Million USD 2011 1.5 3.3 Norway8000 12.6 2.0 Portugal 21.1 6.17000 Spain6000 Switzerland 9.05000 10.1 Turkey4000 United Kingdom 17.3 3.7 5.5 7.83000 2010 32 3.2 2011 France 2.4 2010 1.62000 13.3 5.6 Germany1000 Greece 0 21.1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Ireland Italy 8.6 9.5 Netherlands 17.5 3.1 9.0 5.1 Note: media included in the region overview: Television Newspapers Magazines and Radio Television, Newspapers, Global AdView Pulse Quarter 3 201130

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