FMCG Sector Has Highest Share In Global Ad Spend

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The fast-moving consumer goods (FMCG) sector held the highest share of global advertising spend in the first half of 2013, aided by a 5.7% year-on-year growth in spending, the latest quarterly Global AdView Pulse report from researcher Nielsen shows.

The FMCG macro sector captured a 21.3% share of global ad spend in the six-month period. The industry has been the long-standing best performers in terms of ad spend among other macro sectors, Nielsen said.

The second largest sector was entertainment, which accounted for 13% of global ad spend, despite the 1.2% decline in advertising investments in the period. In third place was companies in the industry and services market, with a share of 11.3% of ad spend. The sector, which includes companies engaged in business services, property, power, and water, as well as institutions, enjoyed the most substantial annual growth in total ad expenditure in January-June 2013, at 7.2%.

The automotive sector, which recorded a 3.1% decline in ad spend, ranked fourth, capturing a 9.2% share of total expenditure.

The other seven sectors monitored by Nielsen in the report were media with a 8.9% share of total ad spend, healthcare with 7.5%, financial with 6.3%, durables and telecoms with 5.9% each, distribution with 5.4%, and clothing and accessories with 3.4%.

Nielsen noted that media types that generally enjoy a high market share are becoming more conservative, while ad spend expenditure on emerging platforms is increasing, its global head for Advertiser Solutions commented. As a whole, global ad spend improved by 2.8% in the period, he added.