FMCG spend drives stuttering global ad recovery

Despite moderate global growth in advertising spending, fast-moving consumer goods (FMCG) companies upped their spending in the first three quarters of 2012 according to Nielsen’s quarterly Global AdView Pulse report.

FMCG saw a six per cent increase in ad spend in 2012 through September. FMCG spend now accounts for 25.1 per cent of total adspend. Telecoms, media and automotive were the other top sectors for year-over-year ad growth in the period.

FMCG spending grew most in Q3 (9.6 per cent), driven largely by increases in food and drink advertising. Advertising in the Middle East and Africa contributed significantly to these gains, with a regional year-to-date increase in FMCG spending of 41 per cent.

Telecommunications advertising grew by 6.6 per cent while broadcasters increased spending by 8.3 per cent although some of this may be accounted for by stations advertising on their own channels. Automotive spending rose by six per cent.

Elsewhere, Facebook beat Wall Street’s expectations yesterday announcing fourth-quarter earnings of $64m (£40.5m) on revenues up 40 per cent to $1.59bn. Mobile advertising made a particularly strong contribution, bringing in over $300m, 23 per cent of revenue up from 14 per cent in the previous quarter.

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