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Media Intelligence : Media Trends+Strategy 2012
I t is now evident that media spending wasn’t continuing the boom, but certainly was performing above 2010 with robust double digit ahead of 2009. This is evident because Nielsen reports on all advertising activity, across the 10 major media sectors and this includes advertising placements made directly by marketers, retail and online advertising departments as well as media booking agencies. In this way, “whole of market” reporting is delivered which provides an independent perspective that allows our clients to review more accurately, how each of the 39 Major advertising Categories are performing, across each of the 10 media outlets, by Advertiser Groups/Advertisers, individual products and placements in each media. Because the first half of 2010 saw substantial increases as a result of the post 2009 recovery, we also reviewed the first half of 2011 compared to the same period in 2009. In so doing we garnered some encouraging news for those in the industry who were concerned that a double dip advertising recession was on the cards in 2011 – the first half of 2011 finished slightly ahead of 2010, but well up on 2009 (+11.2%). 2011 a relatively strong market, despite external factors influencing performance and consumer confidence Compared to the strong rebound during calendar year 2010, advertising activity in the first half of research statistics Advertising investment correction – recovery ahead? With the recent release of the Top Media Advertisers report for January to June 2011, and comparisons with the first half of 2010, a clearer understanding emerges as to what extent the “advertising investment correction” trend impacted media activity in 2011. MEDIA Trends + Strategy 19 18 MEDIA Trends + Strategy Estimated Ad Spend Trends for Main Media January to June 2011, 2010 & 2009 ($Millions) Nielsen – Top Media Advertisers Report January to June 2011, 2010 & 2009 p18-19,21-23_nielsen.indd 18 28/11/11 2:44:24 PM
MT Resource Guide 2011
MT Resource Guide 2012