nielsen global adview. advertising expenditures in europe november 2011

1

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Monthly Advertising Report on Europe: November 2011 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Monthly Advertising Report on Europe: November 2011

Nielsen Global AdView

Monthly Advertising Report on Europe November 2011

2




Finance: -2.1%

Total advertising trend Year to date 2011 November 2011

+ 4.7%

Media Types November 2011

TV: +3.2%

Magazines: +1.4%

Newspapers: -3.8%

Radio: +0.1%

+1.6%

Macro - Sectors

Telecom: +6.8%

Auto: +3.0% FMCG: -6.7%

Distr.: +5.8% Health: -5.9%

Enter.: +5.4% Media: +3.4%

November 2011

The European markets of Germany, Ireland, Italy, The Netherlands, Norway, Switzerland, and the United Kingdom spent almost EUR 38 billion in advertising spend from the period January to November 2011—representing a 4.7 percent increase in ad spend when compared with the same period in 2010. When looking at the trends for the month, the month of November showed the second lowest year-on-year growth this year (second only to June, which posted a +1.4 percent growth against June 2010). The slowdown in growth was largely attributable to a -6.7 percent decline in November spend in FMCG (representing a 23.3% share in spend for all macro sectors). Within FMCG, declines in both Food (-8.7%) and Drink (-13.1%) contributed to the negative trend seen during the month of November. Newspapers, though still showing a 0.3 percent growth year-to-date, posted a -3.8 percent decline for the month of November—the only media type to register a decline. Internet, on the other hand, posted double-digit growth for both November (+15.5%) and YTD (+26.0%).

Europe

Monthly Report on

Europe: November 2011

*UK Internet has been excluded for 2011 as a major methodology change has made 2011 incomparable to 2010.

3




14.724.3

4.1

8.48.2 6.7

6.1

7.1

9.24.3 5.7

14.56.023.3

3.9

8.98.2 7.1

7.4

9.64.4 5.6

4.2

26.0

4.0

0.3

7.2

5.8

5.3

6.3

15.5

1.4

-3.8

5.1

0.1

3.2

-10.0 -5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0

CINEMA

INTERNET

MAGAZINES

NEWSPAPERS

OUTDOOR

RADIO

TELEVISIONMonth

Year to date

6.16.2

42.1 14.63.61.0

26.4

10.2

4.8

10.6

1.1

0.2

2.9

3.5

8.8

3.3

7.9

8.7

6.8

3.4

11.5

-5.9

-6.7

-2.1

5.4

-0.2

5.8

9.3

3.0

-10 -5 0 5 10 15

Telecom

Media

Industry & Serv.

Healthcare

FMCG

Financial

Entertainment

Durables

Distribution

Clothing & Acc.

Automotive Month

Year to date

4.7

7.99.0

2.4

7.6

2.41.4

2.6

7.2 7.0

4.7

1.6

0

2

4

6

8

10

12

14

Year todate

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

0

500

1000

1500

2000

2500

3000

3500

4000

4500

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

20102011

Market -- Advertising Expenditure Trend (Million €)

Market -- Year on year % change by month

2011

2010 Telecom.

Automotive Clothing & Access

Distribution Durables

Entertainment

Financial

FMCG

Healthcare

Industry & Serv.

Media

Sectors -- % Share of Spend -- YTD

Media -- % change YTD and last month

Sectors -- % change YTD and last month

2011

2010

Media -- % Share of Spend -- YTD

TV Magazines Newspapers Radio

Outdoor

Cinema

Internet

Total advertising trend

6.26.3

42.4 14.54.41.0

25.3

Monthly Report on

Europe: November 2011

*UK & Netherlands Internet have been excluded for 2011 as major methodology changes have made 2011 incomparable to 2010.

4



Nielsen Global AdView Methodology notes

This report is run by Nielsen Media Group, Global AdView and reports on advertising expenditure for Germany, Ireland, Italy, The Netherlands, Norway, Switzerland, United Kingdom. The source of information for all data included in the report is Nielsen, Media Group*. All figures are gross with the exception of the UK and Ireland, which are estimated net at source, and Germany, Italy and the Netherlands, to which Nielsen Global AdView estimated weighting factors are applied. Figures are reported in million Euros. This report includes spend on the following media types: TV, Newspaper, Magazines, Radio, Outdoor, Cinema, and Internet

•. UK and Netherlands Internet have been excluded for 2011 as major methodology changes have made 2011 incomparable to

2010.

Macro-sectors include the following Categories: • Automotive: Automotive

• Industry & Services: Business Services, Property, Institutions, Power & Water

• Clothing & Accessories: Clothing & Accessories

• FMCG: Cosmetics & Toiletries, Drinks, Food, Housekeeping Products, Tobacco

• Distribution Channels: Distribution Channels

• Durables: Domestic appliances, Furnishings & Decoration, Information Technology

• Entertainment: Entertainment, Leisure products, Transport & Tourism

• Financial: Financial

• Healthcare: Healthcare

• Media: Media & Publishing

• Telecommunications: Telecommunications * Switzerland in association with Media Focus

5



Nielsen Global AdView About nielsen

Contacts E-mail: [email protected]

Global AdView Nielsen Global AdView provides international advertising information services and provides clients with intelligence on how their competitors are spending, and creative activity, in more than 80 countries, along with a deep and complete knowledge of local market advertising trends. Spend and creative content can be compiled, linked and harmonized at category and product level to enable quick strategic insight into competitive activity. Media Group One of the major businesses of Nielsen, the Media Group is active in 40 markets offering television, radio and outdoor audience measurement, print readership, advertising information services and customized media research. The Media Group of Nielsen is the recognized market standard for media information in the largest advertising territories. Thanks to the local presence of our own branches in more than 20 of the world’s leading advertising markets (including North America, Europe, Asia Pacific and Africa) we can measure expenditure and creatives daily, providing an always open window on the world of media. Nielsen Nielsen is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.

mailto:[email protected]