FMCG accounted for almost a quarter (21.3 per cent) of ad spend in the first half of 2013, with the entertainment sector accounting for 13 per cent of spend, research from Nielsen has found.
The dominance of FMCG was bolstered by a 5.7 per cent year-over-year increase in ad budgets in the sector, while entertainment fell 1.2 per cent.
“We see spending across media types that own more market share becoming more conservative than previous quarters and ad spend budgets on emerging ad platforms increasing their budgets more and more,” said Randall Beard, global head of advertiser solutions for Nielsen.
“We’re also seeing some big-spending advertisers like those in the auto and financial categories reducing their spending in the face of slower than expected economic growth. The balance between advertisers within some sectors, media types and regions cutting back, while others' budgets increase produced a relatively flat growth pattern of 2.8 per cent globally.”
The industries and services sector saw a 7.2 per cent increase in ad budgets, as the industry’s ad spend sat at 11.3 per cent share of the total ad spend. The automotive sector saw a 3.1 per cent drop in its advertising budgets, but accounted for 9.2 per cent of the spend in H1.