Global adspend rose 8.8 per cent to $118 billion in the three months ended March 31 with TV advertising increasing by 12 per cent
The US, the largest advertising market, rose 5.9 per cent to about $27 billion as gains in television, radio and magazines offset a 10 per cent fall in the stricken newspaper market.
“With $6.50 of every $10 being spent on television, it’s clear that TV remains the most important and cost-effective advertising medium for companies looking to reach new consumers, especially in emerging markets,” according to Randall Beard, Nielsen global head of advertiser solutions.
Total advertising spending in the Asia-Pacific region jumped 12 per cent and increased 11 per cent in Latin America. Spending in the Middle East and Africa rose ten per cent even though revenue in Egypt slumped 51 per cent as most companies halted advertising during the political upheaval.
Nielsen figures are based on published ratecards.