Nielsen Global Adview March 2011


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Review of advertising expenditures in seven key European markets

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Nielsen Global Adview March 2011

  1. 1. Nielsen Global AdViewMonthly Advertising Report on EuropeMarch 2011 1 Title of Presentation Monthly Advertising Report on Europe: March 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  2. 2. Monthly Report on Nielsen Global AdView Europe: March 2011Europe March 2011 showed a slower growth (+1.2 percent) thanTotal advertising trend recorded in previous months, when compared with the corresponding month in 2010. While still showing healthy Year to date 2011 March 2011 growth at +6.0 percent for the first quarter, the European advertising market slowed as major markets such as FMCG + 6.0% +1.2% marked notable declines for the quarter (-1.7 percent) and the month of March (-10.3 percent). The seven European countries monitored in this report recorded over 12.4 billion EUR in ad spend in the first three months of 2011, up fromMedia Types March 2011 11.7 billion in 2010. TV: +0.4% Newspapers: -5.4% While FMCG has not seen a decline in several months, several factors may play a part in the sudden drop in advertising spend. In March 2010, the advertising market witnessed a host of support from sporting event advertising Magazines: +3.3% Radio: -0.2% --with the winter Olympics advertising winding down, and the FIFA World Cup advertising fervor starting up. FMCG was also one of the first markets to recover from the global economic crisis; therefore, comparisons against Q1 2010 are based on a high rate of comparison. In addition, theMacro - Sectors March 2011 Easter holiday was observed at the beginning of April 2010 rather than late April 2011; as the holiday often marks an Auto: +13.6% FMCG: -10.3% increase in confectionary advertising, this could in part Distr.: -9.1% Health: -3.3% explain the 22.2 percent decline confectionary advertising experienced in March 2011. Enter.: -0.9% Media: +11.7% Of all media types, Internet was the standout performer in Finance: +8.1% Telecom: +13.0% advertising spend, recording a 44.9 percent increase in the first quarter, and 33.7 percent for the month of March. Television, which usually leads the media types with solid growth and the highest share of spend, only posted a +5.6 percent growth for Q1 and a 2 +0.4 percent growth for March. Monthly Advertising Report on Europe: March 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  3. 3. Monthly Report on Nielsen Global AdView Europe: March 2011 Total advertising trend6000 Market -- Advertising Expenditure Trend (Million €) Media -- % Share of Spend -- YTD Media -- % change YTD and last month5000 2011 0.6 Outdoor 0.4 8.1 TELEVISION 5.6 44.1 13.5 Cinema Month4000 RADIO -0.2 Internet 3.5 Year to date3000 OUTDOOR 2.2 4.02000 22.9 2010 NEWSPAPERS -5.4 -1.4 2010 6.0 4.9 0.7 TV 5.9 13.4 3.31000 2011 44.3 MAGAZINES 6.6 Magazines 33.7 0 Jan Feb M ar Apr May Jun Jul Aug Sep Oct Nov Dec Newspapers INTERNET 44.9 Radio CINEMA -23.3 -8.4 24.6 -30.0 -20.0 -10.0 0.0 10.0 20.0 30.0 40.0 50.0 6.1 5.0 Market -- Year on year % change by month Sectors -- % change YTD and last month Sectors -- % Share of Spend -- YTD Telecom. Automotive 13.6 15.8 2011 9.8 Automotive14.0 8.2 -1.6 9.5 3.4 5.9 Clothing & Acc. 2.9 Clothing & Access12.0 8.0 6.6 Distribution -9.1 3.9 Distribution10.0 9.1 9.4 Durables 11.3 Durables 17.4 8.0 4.6 6.0 Entertainment -0.9 14.8 Entertainment 5.7 6.0 21.9 6.0 Financial 8.1 7.4 4.0 Financial 7.5 9.0 FMCG -10.3 9.0 3.5 6.0 -1.7 2.0 1.2 -3.3 FMCG 8.4 6.0 Healthcare -1.9 Month 0.0 Healthcare Year to Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Industry & Serv. 6.7 1.8 date Year to date Industry & Serv. 5.0 Media 11.7 14.8 11.7 Media 13.0 23.7 6.0 Telecom 15.5 -15 -10 -5 0 5 10 15 20 2010 3 Monthly Advertising Report on Europe: March 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  4. 4. Methodology Nielsen Global AdView notesThis report is run by Nielsen Media Group, Global AdView and reports on advertising expenditure for Germany, Ireland, Italy, The Netherlands, Norway,Switzerland, United Kingdom.The source of information for all data included in the report is Nielsen , Media Group*. All figures are gross with the exception of Italy, for which they areestimated using the official weighting factors provided by The Nielsen Company, Media Group, Italy, and the Netherlands, for which they are estimatedusing Nielsen Global AdView’s estimated weighting factors. Figures are reported in million Euros.This report includes spend on the following media types: TV, Newspaper, Magazines, Radio, Outdoor, Cinema, and Internet.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: March 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  5. 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 Nielsen, the Media Group is active in 40 markets offering television, radio and outdoor audience measurement, printreadership, advertising information services and customized media research. The Media Group of Nielsen is the recognized market standard for mediainformation in the largest advertising territories. Thanks to the local presence of our own branches in more than 20 of the world’s leading advertisingmarkets (including North America, Europe, Asia Pacific and Africa) we can measure expenditure and creatives daily, providing an always open windowon the world of media.Nielsen is a global information and media company with leading market positions in marketing and consumer information, television and other mediameasurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in approximately100 countries, with headquarters in New York, USA. For more information, please visit, 5 Monthly Advertising Report on Europe: March 2011 Copyright © 2011 The Nielsen Company. Confidential and proprietary.