Nielsen Wire » automotive ad spend

Multi-Cultural Ad Spending Sees Declines in First Half of 2009

Nielsen Press — Thu, 29 Oct 2009 16:31:25 +0000

A new analysis of multi-cultural advertising indicates that ad spending in Spanish-Language media for the 12-month period of July 2008 to June 2009 was over $5.5 billion, a 6.3 percent decline over the previous 12 months. Over the same time period, African-American ad spending fell 9.6% to $1.8 billion.

Automotive was still the largest spending product category for Spanish-Language media ($381.7 million), despite a 40 percent cut in spending compared to the previous 12 months. Wireless Telephone Services (+4.8%), Quick Service Restaurants (+10.1%) and Direct Response Products (+18.1%) each saw an increase in Spanish-Language ad spend and fell within the top five product categories.

TOP 5 SPANISH-LANGUAGE MEDIA AD SPENDERS, PRODUCT CATEGORIES

RANK	PRODUCT CATEGORY	Q308-Q209 (millions)	Q307-Q208 (millions)	CHANGE
1	Automotive (Factory & Dealer Associations)	$381.7	$640.6	-40.4%
2	Wireless Telephone Services	$334.8	$319.5	4.8%
3	Quick Service Restaurant	$322.8	$293.1	10.1%
4	Department Stores	$291.2	$299.6	-2.8%
5	Direct Response Products	$234.3	$198.3	18.1%
Source: The Nielsen Company 2009

Automotive’s African-American media budget saw a 33.5 percent plunge compared to the previous 12 months, even as it continued to top all other product categories. Quick Service Restaurants (-6.4%), Department Stores (-20.1%), Motion Pictures (-20%), and Wireless Telephone Services (-16.7%) rounded out the top five African-American ad spenders, despite each chopping their ad budgets.

TOP 5 AFRICAN-AMERICAN MEDIA AD SPENDERS, PRODUCT CATEGORIES

RANK	PRODUCT CATEGORY	Q308-Q209 (millions)	Q307-Q208 (millions)	CHANGE
1	Automotive (Factory & Dealer Associations)	$82.6	$124.2	-33.5%
2	Quick Service Restaurants	$72.4	$77.4	-6.4%
3	Department Stores	$62.3	$78.0	-20.1%
4	Motion Picture	$53.3	$66.7	-20.0%
5	Wireless Telephone Svcs	$50.6	$60.7	-16.7%
Source: The Nielsen Company 2009

Download Nielsen’s full report on Multi-Cultural ad spending.

Global Ad Spending Drops 7 Percent In Q1 2009

Nielsen Wire — Wed, 08 Jul 2009 15:07:35 +0000

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 2.5 percent.

“The effects of the global financial crisis have certainly caught up with the ad sector in this latest quarter, especially in North America and Europe where virtually all of the territories we reported on recorded negative growth,” said Ben van der Werf, managing director, Global AdView at Nielsen. “Even China, which usually sees a boost in ad spend during the Chinese New Year, posted subdued growth for the quarter.”

All four major media types – newspapers, magazines, TV and radio – posted drops in ad spending, with print media leading the decline. Magazines fared the worst (-17.4%) followed by newspapers (-9.1%). In North America, magazine ad spend was down 22.2 percent, while newspapers were off 15.6 percent.

Not surprisingly, the automotive category recorded the largest loss in ad spend – down 19.9 percent – followed by financial services (-16.7%) and clothing (-15.7%).

Read the full Global Ad Spend press release.

Will Facebook Overtake MySpace For Auto Ads, Too?

Nielsen Wire — Tue, 14 Apr 2009 17:42:56 +0000

Online advertising remains strong, even as ad spending has decreased across other media, and MySpace has benefited from this trend with several large-scale campaigns from auto makers. But in recent months, Facebook has surpassed MySpace in terms of monthly unique audience and stickiness: its monthly unique audience grew 177 percent in the last year compared to a 9 percent decrease for MySpace and time per person on Facebook went from 1 hour 8 minutes in March 2008 to 3 hours 16 minutes in March 2009.

When it comes to auto ads, MySpace continues to garner more overall ad spend: Honda, Chevrolet, Ford, Nissan and Toyota all recently ran ads, with the Honda Fit campaign generating more than 600 million ad impressions in the first quarter of 2009. A year earlier, Toyota generated over 2.5 billion impressions for its Matrix. This year, Toyota has allocated more of its ad dollars to Facebook.

As Facebook continues to grow, it will be interesting to track whether the automotive ad spending follows. To receive detailed monthly updates on the auto industry contact Julie Enzweiler

Some Growth, Despite Overall Ad Decline In Q1-Q2 2008

admin — Thu, 18 Sep 2008 14:17:50 +0000

Advertising spending for the first half of 2008 declined by 1.4% compared to the same period last year, Nielsen Monitor-Plus reported Thursday.

Despite a continued softening of the economy, several media showed healthy growth in advertising for the first half. Advertising on Cable TV (+8.1%), Syndication TV (+7.2%), and National Sunday Supplements (+7.2%) saw the largest growth, according to Nielsen. Spot Radio fared worst among the 19 media categories analyzed by Nielsen (-10.1%).

Although overall Internet ad spending, when including paid search and online video advertising, was up by 11% during the first half of this year, image-based Internet advertising declined by 6% during the first half of 2008, compared to the same period in 2007.

Among specific product categories, Credit Card Services (+18.95%) and Direct Response Products (+20.48%) showed the strongest ad spending gains, while the Automotive (-.01%), Pharmaceutical (-4.76%), and Motion Picture (-4.64%) categories recorded the largest advertising declines.

The decrease in image-based Internet advertising was driven by a 27% drop in online ad spending by financial services companies, which decreased their spending from $1.5 billion in the first half of 2007 to $1.1 billion during the first two quarters of this year.

Other industries — entertainment (+47%), automotive (+45%), and consumer goods (+32%) — showed strong increases in image-based online advertising during the first half of 2008.

View the full press release.

View Nielsen Online’s report on first half 2008 online ad spending.

Read coverage of Nielsen’s findings in Wired, Investment News, the Financial Times, Crain’s New York Business, TV Week, Broadcasting & Cable, MediaPost, The Hollywood Reporter, Adweek, and Mediaweek.