Many economists believe that Asia has been at the forefront of the global economic recovery, and new research from The Nielsen Company indicates that in terms of advertising spend, the recovery is in full swing in a large part of the region.

Like shoppers around the world, consumers across Asia Pacific have become focused on saving and reducing debt this year, and as a result, have become less inclined to spend on bigger ticket items and out-of-home-entertainment.

Overall ad spending stayed afloat in Q1 ‘09 vs. Q1 ‘08
Toward the end of 2008, the global downturn was adversely impacting advertising spending throughout many key markets around the world, with Europe and the Americas struggling more than others.  The exception to this was Asia Pacific (APAC), which appeared to be relatively impervious to the worst of the downturn. Beginning in late 2008, and escalating as the first quarter of 2009 unfolded, the majority of APAC markets were finally succumbing to declining economic conditions with substantial declines in advertising activity. …

Advertising spending around the world dropped 7.2 percent in the first quarter of 2009 compared to the same period in 2008, according to Nielsen’s Global AdView Pulse.  European countries were hit the hardest, with ad spending down in Spain 28.2 percent, Ireland down 21.2 percent and Italy down 19.1 percent.  The U.S. recorded a decline of 12.7 percent.  Ad spending in Asia Pacific was down just 2.3 percent in the first quarter.  Indonesia actually recorded growth of 19.1 percent due largely to the elections there, while China’s growth slowed to …

The economic decline has affected most parts of the world, but some have been hit harder than others.  One region that seems to be holding its own is Asia Pacific (APAC).  Although consumer confidence in APAC has declined in recent months, those declines have generally not been as steep as in Europe or North America.  Eight of the twelve markets for which Nielsen tracks ad spending posted growth in 2008 over 2007.  That said, most of the markets were registering declines by the fourth quarter.
Main media, defined by Nielsen as …

Do perceptions of physical appearance — specifically, what constitutes a healthy weight — vary throughout the world?
According to a recent 52-country survey by Nielsen, some of these attitudes are universal: almost two-thirds (60%) of the world’s population struggle with their weight — 50% with overweight and 10% with underweight issues.
But as Jonathan Banks, Business Insights Director, Nielsen, notes in the January issue of Nielsen’s “Consumer Insight” online newsletter, tactics for paring pounds — and body image — vary by country.
North Americans, for instance, self-identify as “very overweight” at double the …

Most global consumers agree that their countries have hit recession, but opinion on how long the recession will last remains mixed, Nielsen reported Wednesday.
While 53% of those surveyed by Nielsen think their country has hit a prolonged recession that will last more than 12 months, 18% of consumers, concentrated in a handful of emerging markets, like India, Vietnam, China, and Russia, told Nielsen they expect their countries to be out of recession within the next 12 months.
In contrast, consumers in Japan, Germany, Argentina, Mexico, Turkey, Italy, Taiwan, the U.S., and Spain were the …

Advertising in Africa, Asia Pacific, Europe, and North America grew by 1.5%, year-over-year, in the second quarter of 2008, Nielsen reported Wednesday.
Strong advertising growth in the Asia-Pacific region (+7.6% over Q2 2007) drove the increase, according to data released in Nielsen’s latest Global AdView Pulse report.
Ad spending trends worldwide showed significant variations — with overall advertising declines recorded in North America (-1%) and Europe (-3%).

With food and gasoline costs surging, household budgets worldwide are feeling the pinch.  But how people feel about the economy — and how they are coping financially — varies by country and region, The Economist recently reported.
Consumers in the Asia-Pacific region, for example, are more inclined to save than to splurge if they have spare money, while Russian consumers pump their extra cash into expanding their wardrobe, according to Nielsen.
Meanwhile, people in Nordic countries continue to spend money on travel and vacations, while Brazilians are happy to stay home.
Discretionary income …

Advertisers spent a record $88.5 billion across 12 key markets in the Asia Pacific region during the fourth quarter of 2007, Nielsen Media Research Asia Pacific reported today. 
Overall, TV, newspaper, and magazine ad spending rose by 12% from 2006 to 2007 across the markets surveyed for the report. 
India (+31%), Indonesia (+17%), China (+15%), and Malaysia (+15%) showed the strongest growth, while Singapore (-1%) and Taiwan (-1%) registered the only ad spending declines. 
The data reveals that China, which claimed 61% of the ad spending for the region in 2007, has emerged …