Nielsen’s Global AdView Pulse, based on advertising expenditure reports in more than 27 markets across Europe, Asia, North America and Africa, highlights that total spend dropped 1.6 per cent last year compared to 2008. But towards the end of the year there were significant signs of improvement according to the findings, with the last quarter achieving growth of 4.5 per cent, led by Asia Pacific (+12.0 per cent) and Europe (+2.6 per cent).
Nielsen Global AdView, said the quarterly trend could be taken as “a good sign of things to come this year”, but cautioned that the growth was set against the weak last six months of 2008, when economies were hit by the financial crisis.
Meanwhile in the UK analysts expect ITV to get a boost of up to 30 per cent in the second quarter. Screen Digest has upgraded its initial forecast of 2.1 per cent year-on-year growth in the total UK TV ad market during 2010 to 4.6 per cent. They say the market will surge by 7 per cent year on year in the first half of 2010, aided by the football World Cup and weak year-on-year comparisons, and will settle at close to 5 per cent up for the whole 12 months.
Last year TV ad revenues fell 11 per cent year on year. The Screen Digest upgrade follows strong reports, from ITV in particular, of ad spend up as much as 30 per cent year on year in April and May.