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QUARTER 1 2013

GLOBAL ADVIEW PULSE YOUR CONNECTION TO GLOBAL

ADVERTISING TRENDS

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© The Nielsen Company, 2013

This report, in full or in part, cannot be reproduced or transmitted in

any form or by any means without written permission of Nielsen

Global AdView.

While every effort has been made in the preparation of this report to

ensure accuracy of the content, Nielsen Global AdView, cannot accept

any liability in respect of errors or omissions or for any losses or

consequential losses arising from such errors or omissions. Readers

will appreciate that the contents are only as up-to-date as their

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subject to change during the natural course of events.

Global AdView Pulse Quarter 4 2013 2

Copyright ©2013 The Nielsen Company. 3

C O N T E N T S

WORLD TRENDS – YEAR TO DATE 5

NORTH AMERICA 37

REGION OVERVIEW 38

COUNTRY OVERVIEW 42

Canada 43

United States of America 49

ASIA PACIFIC 55

REGION OVERVIEW 56

COUNTRY OVERVIEW 60

Australia 61

China 67

Hong Kong 74

Indonesia 79

Japan 85

Malaysia 91

New Zealand 98

Philippines 103

Singapore 109

South Korea 116

Taiwan 122

Thailand 128

EUROPE 133

REGION OVERVIEW 134

COUNTRY OVERVIEW 138

Croatia 139

Germany 146

Greece 151

Ireland (Republic of) 157

Italy 163

The Netherlands 169

Norway 176


C O N T E N T S

EUROPE (CONTINUED) Portugal 182

Spain 187

Switzerland 194

Turkey 199

United Kingdom 206

LATIN AMERICA 211

REGION OVERVIEW 212

COUNTRY OVERVIEW 216

Argentina 217

Brazil 223

Mexico 230

Puerto Rico 235

MIDDLE EAST AND AFRICA 241

REGION OVERVIEW 242

Country Overview 246

Egypt 247

Kuwait 253

Lebanon 259

Saudi Arabia 265

South Africa 271

United Arab Emirates 277

Pan-Arab Media 283

METHODOLOGY 289

Methodology 290

Media coverage overview 294


WORLD TRENDS YEAR TO DATE


GLOBAL ADVERTISING TRENDS YEAR TO DATE

MAIN EVENTS

• Global consumer confidence increases 2 points from Q4 to 93

• Consumer confidence increases in 20 of 29 European countries

• The civil war in Syria continued in Q1 and has recently

heightened tensions internationally

MAIN FACTS • Growth in global advertising slows slightly in Q1, growing 1.9%

• Europe advertising continues to decline with -4.4 percent for the

quarter

• North America see no growth or decline in advertising spend

• Latin America returns to fast growth with 11.9% increase for Q1

0

5000

10000

15000

20000

25000

30000

35000

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

2012

2013

$76.7

billion

MILLION USD

ADVERTISING EXPENDITURE TREND


YEAR ON YEAR % CHANGE BY MONTH

MACRO ECONOMIC TRENDS

• GDP (constant prices)* + 3.3%

• Consumer Prices** + 4.0%

• Nielsen Consumer Confidence Index: 93**

(+2 compared to Q4 2012)

*2013 vs. 2012 forecasts

**Q1 2013 survey

1.9

4.2

-0.1

1.7

YEAR TO DATE

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC


MORE OF THE SAME AS GLOBAL AD MARKET GROWS 1.9% IN Q1

Global advertising in Q1 slowed slightly to grow just 1.9 percent YOY, a

total spend of USD 76.6 billion. It as a ase of as ou ere i the first quarter as the trends in the regions were as expected with a

decline in advertising only witnessed in Europe, however no growth

was seen either in North America as it reported a flat quarter for

advertising spend.

The Middle East & Africa continued its recovery from the previously

seen advertising decline with a growth in advertising spend for the

region of 2.9 percent. However, it is important to point out that the

regio is far fro o er its pro le s a d this is highlighted Eg pt s decline in advertising spend by 20 percent with civil unrest a particular

problem for this country.

Latin America was the star performer for Q1 with a growth of 11.9

percent and all countries contributed to this growth with increases in

advertising spend for Q1. This region is characterised by the emerging

nature of its countries. Some of these countries, however, are facing

challenges such as Argentina which is witnessing rising unemployment

and high inflation.

Taking a closer look at Europe it is clear that advertising spend is still

declining under the weight of economic problems and it appears

unlikely that the region will recover from these challenges in the short

term.

Asia Pacific continued to increase advertising spend steadily with a 5.8

percent increase for Q1. The best performers in the region were China,

Indonesia and Philippines who all saw roughly 20 percent growth. The

only decrease in spend for the region was a -1.1 percent in advertising

in Japan.


* based mainly on estimated net figures

REGIONS - YEAR ON YEAR % CHANGE

1.9

0.0

5.8

-4.4

11.9

2.9

GLOBAL NORTH AMERICA ASIA PACIFIC

EUROPE LATIN AMERICA MIDDLE EAST & AFRICA

TRENDS TO WATCH

With no Presidential election in 2013 and the federal government

imposing fiscal cuts throughout the year it remains to be seen what

effect this will have on US advertising spend.

With no sign of an end to the conflict in Syria and the recent escalation

with Egypt backing the rebels it remains to be seen if this region can

overcome the internal divides in the near future to bring peace and

rebuild a chance of prosperity for the majority of its inhabitants.


GLOBAL TREND – OVERVIEW BY REGION AND COUNTRY

YEAR ON YEAR % CHANGE, YTD

1.9

0.0

-1.8

0.2

5.8

-6.3

19.4

8.2

20.5

-1.1

14.7

2.2

20.8

3.3

-2.3

1.3

1.9

-4.4

-4.2

-3.9

-6.2

0.7

-19.1

-3.3

-1.1

-8.3

-8.0

-0.2

4.8

2.1

11.9

31.4

9.9

4.6

12.0

2.9

-21.0

-0.6

8.0

4.8

8.7

3.0

9.7

GLOBAL

NORTH AMERICA

CANADA

USA

ASIA PACIFIC

AUSTRALIA

CHINA

HONG KONG

INDONESIA

JAPAN

MALAYSIA

NEW ZEALAND

PHILIPPINES

SINGAPORE

SOUTH KOREA

TAIWAN

THAILAND

EUROPE

CROATIA

GERMANY

GREECE

IRELAND

ITALY

THE NETHERLANDS

NORWAY

PORTUGAL

SPAIN

SWITZERLAND

TURKEY

UNITED KINGDOM

LATIN AMERICA

ARGENTINA

BRAZIL

MEXICO

PUERTO RICO

MIDDLE EAST AND AFRICA

EGYPT

KUWAIT

LEBANON

PAN-ARAB MEDIA

SAUDI ARABIA

SOUTH AFRICA

UNITED ARAB EMIRATES


Ad spend

Year on Year

% change

% Inflation

average

consumer

prices

Adjusted ad

spend,

corrected for

inflation

North America

Canada -1.8 1.5 -3.3

USA 0.2 1.8 -1.6

Asia Pacific

Australia -6.3 2.5 -8.8

China 19.4 3.0 16.4

Hong Kong 8.2 3.5 4.7

Indonesia 20.5 5.6 14.9

Japan -1.1 0.1 -1.2

Malaysia 14.7 2.2 12.5

New Zealand 2.2 1.4 0.8

Philippines 20.8 3.1 17.7

Singapore 3.3 4.0 -0.7

South Korea -2.3 2.4 -4.7

Taiwan 1.3 2.0 -0.7

Thailand 1.9 3.0 -1.1

AD SPEND GROWTH ADJUSTED FOR INFLATION

Although some markets have shown high ad spend growth, actual

growth should be taken in context along with inflation rates, as this

may provide a more accurate view of growth within that market.

When adjusted for inflation, ten countries showed negative trends

in spending for Q1 2013 rather than the positive increases before

the adjustment. These adjusted trends are provided to give an

indication of the true growth and decline in advertising markets

covered in the Nielsen Global AdView Pulse; actual adjusted spend

trends may vary.


AD SPEND INDUSTRY FORECASTS 2013 & 2014 Mag a Glo al is e pe ti g the ad ertisi g arket to e a k o tra k with a 6 percent growth expected in 2014. Zenith Media is also forecasting

advertising to strengthen over the next three years with a 4 percent

increase already forecasted for 2013. Carat and Magna Global are however

still conservative regarding the growth of Europe and forecast a slight

decline for the region in 2013. estimated YOY % growth

*WARC Global is based on 13 major advertising markets worldwide

Source Carat Group M Magna Global WARC Zenith

2013 2014 2013 2014 2013 2014 2013 2014 2013 2014

Global 3.7 5.0 4.5 3.0 6.1 4.0* 5.5* 3.9 5.0

North America 3.5 4.0 2.6 0.7 5.6 3.4

Canada 3.4 3.9 3.7 3.6

USA 3.5 4.0 2.7 0.4 5.9 2.2 4.0

Asia Pacific 5.3 6.2 6.4 5.9 7.4

Australia 1.5 1.4 2.1 3.6

China 6.9 7.8 11.6 12.1 10.9 11.2

India 8.5 12.0

Japan 2.7 2.8 1.5 2.9 1.3 2.1 1.0

Western Europe -0.3 1.8 0.6 -1.6 1.6 0.2

France -0.4 0.7 -3.3 0.1 0.3

Germany 0.0 1.0 0.6 1.2 2.0

Italy -4.8 0.4 -9.4 -1.1 1.4

Spain -8.4 1.2 -10.4 -2.8 0.2

UK 2.7 4.4 2.2 3.0 3.3

Central Europe 6.4 7.6 6.8 7.6

Russia 11.3 10.9 11.7 12.3 11.0

Latin America 9.1 14.8 12.4 12.5 12.9 13.2

Brazil 9.4 17.2 10.7 13.6 9.8 12.1

Middle East & Africa 10.4 4.8 5.5

Egypt 5.5

South Africa estimated YOY % growth


3.5% TELEVISION -0.2% RADIO -4.7% NEWSPAPERS

-2.8% MAGAZINES

4.3% OUTDOOR

-5.8% CINEMA 26.3% INTERNET

MEDIA TYPES

Quarter s trends for media types showed few surprises. Television

remains the dominant media type in terms of advertising investments (with

59% media share) and this position does not look likely to be threatened

any time soon. Television, however, was not immune to the problems seen

in Europe registering a -2.9 percent decrease in this region.

Print has continued to decline slowly with both Magazines (-2.8%) and

Newspapers (-4.7%) registering decreases for the first quarter of 2013.

Newspapers decreased in North America, Europe and Asia Pacific whilst

Magazines decreased in Europe, Asia Pacific, Latin America and Middle East

& Africa showing that this trend is now being seen in multiple regions of the

world.

Television remains the most

favored means on

communicating with

customers with a 59.0

percent share of spend.

MEDIA -- % CHANGE YEAR TO DATE


MEDIA TYPES - CONTINUED

Display Internet advertising, though measured in a smaller subset of

countries, reported a significant 26.3 percent growth for the first

quarter. This growth was particularly impressive in the Asia Pacific

(+33.2%) and Latin America (+48.2%). Even in Europe, despite the

economic problems, internet continued to grow with increases of 10.4

percent for the quarter.

No media type reported growth in every region, as Outdoor reported

an 11.9 percent decrease in advertising levels for Latin America.

0.3

4.4

9.4

18.3

3.3 5.5

59.0

2.9

-9.9

2.2

-0.2

1.3

NEWSPAPERS

OUTDOOR RADIO TELEVISION

-19.3

48.2

-3.7

8.4

-11.9

10.3 13.1

-4.4 -4.7

1.0 2.9

12.2

3.0

-4.3

10.4

-9.9 -10.5

6.6

-6.2 -2.9

-13.4

33.2

-6.4

-0.8

8.3

0.1

7.8

CINEMA INTERNET MAGAZINES

MEDIA BY REGION – YEAR-ON-YEAR % CHANGE, YEAR TO DATE

TELEVISION

RADIO

OUTDOOR

NEWSPAPERS

MAGAZINES

INTERNET

CINEMA

MEDIA - % SHARE OF SPEND

- YEAR TO DATE


TELEVISION– OVERVIEW BY REGION AND COUNTRY


3.5

1.3

-0.7

1.4

7.8

-3.3

18.1

4.7

26.9

-0.3

40.4

5.3

27.2

10.9

9.2

-2.5

4.1

-2.9

-1.6

4.5

6.4

6.4

-19.1

-0.9

7.7

-8.2

-13.6

4.2

6.8

3.9

13.1

42.9

10.9

5.8

13.4

3.0

-38.6

-10.4

16.9

5.4

14.7

2.9

0.4

GLOBAL

NORTH AMERICA

CANADA

USA

ASIA PACIFIC

AUSTRALIA

CHINA

HONG KONG

INDONESIA

JAPAN

MALAYSIA

NEW ZEALAND

PHILIPPINES

SINGAPORE

SOUTH KOREA

TAIWAN

THAILAND

EUROPE

CROATIA

GERMANY

GREECE

IRELAND

ITALY

THE NETHERLANDS

NORWAY

PORTUGAL

SPAIN

SWITZERLAND

TURKEY

UNITED KINGDOM

LATIN AMERICA

ARGENTINA

BRAZIL

MEXICO

PUERTO RICO


EGYPT

KUWAIT

LEBANON

PAN-ARAB MEDIA

SAUDI ARABIA

SOUTH AFRICA



MACRO SECTORS

The fastest growing sector for the first quarter was Industry

& Services with an 8 percent increase in advertising spend.

The most significant category to contribute to this growth

was Industry, Agriculture and Property with an increase of

28.7 percent.

The FMCG sector continued to grow at a fast rate with a 6.1

percent increase for the quarter. This was mainly driven by

Drink with a 9.7 percent increase and Cosmetics & Toiletries

with a 5.6 percent increase for Q1. Inside Drink the category

Spirits performed particularly well with an increase of 36

percent for the quarter.

Two sectors suffering, primarily due to the ongoing economic

situation that affects the Western world, are Financial and

Automotive. Both saw a decline in advertising spend with -

2.9 percent and -5.1 percent respectively. In the Automotive

sector the category that saw the biggest decrease was

Commercial Vehicles (-23%). In Financial, Investment &

Savings and Card Services both saw the biggest decrease (-

14%) in advertising expenditure.

AUTOMOTIVE

CLOTHING & ACCESS.

DISTRIBUTION

DURABLES

ENTERTAINMENT

FINANCIAL

TELECOM.

FMCG

HEALTHCARE

INDUSTRY & SERV.

MEDIA

9.3

3.3

5.4

5.7

13.3

6.4 20.1

7.9

11.5

9.3

6.0

INDUSTRY & SERVICES

companies increase advertising

for first quarter by 8%

Financial and Automotive

advertising decreases globally

-5.1

-2.9

-1.4

-1.1

-0.9

3.1

3.4

6.1

6.6

8.0

AUTOMOTIVE

FINANCIAL

CLOTHING & ACCESSORIES

MEDIA

ENTERTAINMENT

TELECOMMUNICATIONS

DISTRIBUTION CHANNELS

HEALTHCARE

FMCG

DURABLES

INDUSTRY & SERVICES

-1.2

SECTORS - % SHARE OF

SPEND - YEAR TO DATE

SECTORS - % CHANGE YEAR TO DATE


-1.4

3.5

-1.6 -12.6

15.2 6.0

Global N. Am Asia P. Europe Lat. AmME & A.

-1.2

0.1

-2.1 -10.4

9.1 0.1

Global N. Am Asia P. Europe Lat. Am ME & A.

8.0

-3.3

22.1

-1.1

10.0 5.5


3.4

-0.4

5.6

-1.4

26.9 26.3


6.1 4.1 10.2

-4.7

22.2

6.1


-2.9 -3.3

1.7

-10.4

3.0 1.4


-1.1 -1.2 -1.7 -3.8

10.5 13.0


6.6 9.7

-0.3

7.1

24.8

4.1


-5.1 -1.4 -9.1 -12.7

2.6 7.6


AUTOMOTIVE CLOTHING & ACCESSORIES

DISTRIBUTION CHANNELS DURABLES

ENTERTAINMENT FINANCIAL

FMCG HEALTHCARE

INDUSTRY & SERVICES MEDIA

TELECOMMUNICATIONS

3.1

-5.2

12.6 1.2

13.3

-3.0

Global N. Am Asia P. EuropeLat. Am ME &

A.

-0.9

0.2

-2.3

1.2

-9.1

7.0


MACRO SECTORS: % CHANGE BY REGION, YTD


CATEGORIES RANK AND % SHARE OF SPEND, YTD

9.3

9.3

7.9

7.6

7.0

6.7

6.4

6.0

5.4

4.7

4.2

3.7

3.3

3.2

3.1

2.7

2.5

2.1

1.7

0.8

0.4

0.1

MEDIA & PUBLISHING

AUTOMOTIVE

HEALTHCARE

ENTERTAINMENT

FOOD

COSMETICS & TOILETRIES

FINANCIAL

TELECOMMUNICATIONS


INSTITUTIONS

DRINK

INDUSTRY, AGRICULTURE & PROPERTY


TRANSPORT & TOURISM

FURNISHINGS & DECORATION

BUSINESS SERVICES

LEISURE PRODUCTS

HOUSEKEEPING PRODUCTS

INFORMATION TECHNOLOGY

DOMESTIC APPLIANCES

ENERGY

TOBACCO

TOP 20 GLOBAL SPENDERS, YTD

PROCTER & GAMBLE

UNILEVER

L'OREAL

FORD MOTOR COMPANY

GENERAL MOTORS

TOYOTA MOTOR

AT&T

VOLKSWAGEN GROUP

MCDONALD'S

HONDA MOTOR

MICROSOFT

NESTLE

TIME WARNER

NISSAN

PEPSICO

MARS

CHRYSLER

PFIZER

THE COCA COLA COMPANY

JOHNSON & JOHNSON


AUTOMOTIVE – OVERVIEW BY REGION AND COUNTRY


-5.1

-1.4

0.0

-1.6

-9.1

-7.4

-15.5

24.8

15.8

-14.3

26.9

5.6

-2.0

0.9

2.1

12.3

-2.8

-12.7

-4.8

-8.9

-28.8

-6.6

-27.0

-17.9

-8.5

-26.8

-25.1

-7.8

2.2

3.5

2.6

21.5

-4.2

41.9

43.7

7.6

-36.3

43.3

21.0

-15.6

38.5

6.2

17.6

GLOBAL

NORTH AMERICA

CANADA

USA

ASIA PACIFIC

AUSTRALIA

CHINA

HONG KONG

INDONESIA

JAPAN

MALAYSIA

NEW ZEALAND

PHILIPPINES

SINGAPORE

SOUTH KOREA

TAIWAN

THAILAND

EUROPE

CROATIA

GERMANY

GREECE

IRELAND

ITALY

THE NETHERLANDS

NORWAY

PORTUGAL

SPAIN

SWITZERLAND

TURKEY

UNITED KINGDOM

LATIN AMERICA

ARGENTINA

BRAZIL

MEXICO

PUERTO RICO


EGYPT

KUWAIT

LEBANON

PAN-ARAB MEDIA

SAUDI ARABIA

SOUTH AFRICA



EUROPE REGION OVERVIEW


EUROPE REGION OVERVIEW

HIGHLIGHTS

• ECONOMIC PROBLEMS CONTINUE TO AFFECT REGION

• AD MARKET CONTINUES TO BE AFFECTED WITH 5% DECLINE FOR Q1

• PRINT DECLINES IN REGION WITH NEWSPAPERS AND MAGAZINES BOTH SEEING DECREASES IN ADVERTISING

Countries in Western Europe are still tightly gripped in economic

stag atio or re essio . With ter s su h as fis al austerit a d udget defi it now firmly entrenched in the minds of people living

in this area it is becoming increasingly difficult to predict when

better times will return to the region.

The advertising market also continues to suffer and has decreased a

further 5 percent YOY for the first quarter of 2013. This continued

decline proves that the advertising market has not reached the

bottom yet. The only countries to show positive growth in

advertising expenditure were Turkey, the UK and Ireland, and both

these increases were slight (+4.8%, +2.1% and +0.7% respectively).

Print continues to decline, as seen in other regions; with Newspaper

spend dropping 10.5 percent and Magazines 9.9 percent.

0

1000

2000

3000

4000

5000

6000

7000


2012

2013

$14.1

billion

MILLION USD

2.4

27.4

1.6 1.7

12.5

4.4 3.4 1.6

8.0

8.0

4.2

24.7

CROATIA

GERMANY

GREECE

IRELAND

ITALY

NETHERLANDS

NORWAY

PORTUGAL

SPAIN

SWITZERLAND

TURKEY

UK

MARKET - ADVERTISING EXPENDITURE TREND

COUNTRIES - % SHARE

OF SPEND - YTD


-4.4

-4.4

YEAR TO DATE

Q1

Q2

Q3

Q4

MARKET - YEAR ON YEAR %

CHANGE BY MONTH


CHANGE BY QUARTER

-4.4

-1.3

-5.2

-6.1

YTD

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

MEDIA TYPES

MEDIA - % SHARE OF SPEND - YTD MEDIA - YEAR-ON-YEAR % CHANGE YTD AND LAST

QUARTER

-4.3

10.4

-9.9

-10.5

6.6

-6.2

-2.9

CINEMA

INTERNET

MAGAZINES

NEWSPAPERS

OUTDOOR

RADIO

TELEVISION

% CHANGE YTD

0.8

7.0

11.8

21.5

6.3 6.3

46.4

TELEVISION

RADIO

OUTDOOR

NEWSPAPERS

MAGAZINES

INTERNET

CINEMA


SECTORS - % SHARE OF SPEND -- YTD

-12.7

-12.6

1.2

7.1

-3.8

-10.4

-4.7

-1.4

-1.1

-10.4

1.2

AUTOMOTIVE

CLOTH. & ACCES.

DISTRIB.

DURABLES

ENTERT.

FINANCIAL

FMCG

HEALTHC.

IND.&SERV.

MEDIA

TELECOM.

SECTORS - YEAR-ON-YEAR % CHANGE YTD AND LAST

QUARTER

MACRO SECTORS

AUTOMOTIVE

CLOTHING & ACCESS.

DISTRIBUTION

DURABLES

ENTERTAINMENT

FINANCIAL

TELECOM.

FMCG

HEALTHCARE

INDUSTRY & SERV.

MEDIA

9.3 3.4

5.5

7.1

14.9

6.7 22.3

5.1

8.6

8.4

7.8

% CHANGE YTD



CATEGORIES RANK AND % SHARE OF SPEND, YEAR-TO-DATE

10.4

9.3

8.4

7.8

6.7

6.5

6.3

5.6

5.5

5.1

4.5

3.9

3.4

3.0

3.0

2.7

2.4

1.5

1.4

1.1

0.6

FOOD

AUTOMOTIVE

MEDIA & PUBLISHING

TELECOMMUNICATIONS

FINANCIAL


ENTERTAINMENT

TRANSPORT & TOURISM


HEALTHCARE


INSTITUTIONS


LEISURE PRODUCTS

DRINK

BUSINESS SERVICES




DOMESTIC APPLIANCES

ENERGY


EUROPE COUNTRY OVERVIEW


GERMANY COUNTRY OVERVIEW

MACRO ECONOMIC TRENDS

GDP (AT CONSTANT PRICES) VS. INFLATION (CONSUMER PRICES)

- YEAR-ON-YEAR % CHANGE

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

2010 2011 2012 2013 2014 2015

GDP

CP

POPULATION

81,753,000

GDP in BILLIONS

2,485 Euros

GDP PER CAPITA

30,392 Euros

INFLATION

1.6 percent

CURRENCY

1 Euro = 1.2861 USD Source: Nielsen Consumer Confidence Index, Q1 2013

CONSUMER

CONFIDENCE INSIGHTS

COUNTRY FACTS

GERMANY 91 +4 From Q4 2012


HIGHLIGHTS

• GERMAN ADVERTISING MARKET DECLINES 3.9% IN Q1

• MAIN INCREASES IN ADVERTISING SEEN IN FMCG AND

HEALTHCARE SECTORS

The German advertising market got off to a healthy start from January

to March 2013. However, the total volume for the first quarter was 3.9

percent below that of the previous year.

Activity in the advertising sector was driven primarily by mobile

telecommunications and e-commerce providers as well as

manufacturers of OTC medication, but confectionary and retailers also

increased their spending. Providers of mobile telecommunications

primarily increased their advertising for flat-rate offers in line with the

ever-increasing spread of smartphones on the market. The continuing

winter weather and accompanying flu epidemic gave a boost to the

OTC medication sector.

0

200

400

600

800

1000

1200

1400

1600

1800

2000


2012

2013

$3.9

billion

ADVERTISING EXPENDITURE TREND

GERMANY COUNTRY OVERVIEW


METHODOLOGY

• Media covered: Television, Newspapers, Magazines, Radio,

Outdoor, Cinema, Internet

• Figures: estimated net. Provided at rate-card prices, but Nielsen

Global AdView estimated weighting factors are applied

NOTES

• No change in coverage or methodology for this quarter

ADVERTISING – YEAR-ON-YEAR % CHANGE BY MEDIA

12.2

15.3

10.5

35.5

4.0

16.0

4.0

4.2

-3.9

-0.2

2.0

-6.8

6.6

11.8

1.9

4.8

6.2

6.1

16.2

1.8

2.0

10.7

3.1

0.8

2010 vs 2009

2011 vs 2010

2012 vs 2011

2010 VS 2009

2011 VS 2010

2012 VS 2011

CI

IN

MG

NP

OD

RD

TV

TOT



CHANGE BY MONTH


CHANGE BY QUARTER

MEDIA TYPES

MEDIA - % SHARE OF SPEND - YTD MEDIA – YEAR-ON-YEAR % CHANGE YTD

AND LAST QUARTER

-7.3

2.3

-5.2

-16.9

16.2

-11.1

4.5

CINEMA

INTERNET

MAGAZINES

NEWSPAPERS

OUTDOOR

RADIO

TELEVISION

% CHANGE YTD

0.6

8.4

19.5

24.0 6.3

5.2

36.0

TELEVISION

RADIO

OUTDOOR

NEWSPAPERS

MAGAZINES

INTERNET

CINEMA

-3.9

-3.9

-6.1

-2.0

YTD

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

-3.9

-3.9

Year to date

Q1

Q2

Q3

Q4


SECTORS - % SHARE OF SPEND -- YTD SECTORS – YEAR-ON-YEAR % CHANGE YTD

AND LAST QUARTER

MACRO SECTORS

AUTOMOTIVE

CLOTHING & ACCESS.

DISTRIBUTION

DURABLES

ENTERTAINMENT

FINANCIAL

TELECOM.

FMCG

HEALTHCARE

INDUSTRY & SERV.

MEDIA

8.8 2.8

8.7

6.4

12.9

4.2 18.0

4.1

7.4

16.5

8.5

% CHANGE YTD

-8.9

-11.1

1.5

10.0

-5.5

-10.7

3.9

2.6

-6.4

-14.4

1.1

AUTOMOTIVE

CLOTH. & ACCES.

DISTRIB.

DURABLES

ENTERT.

FINANCIAL

FMCG

HEALTHC.

IND.&SERV.

MEDIA

TELECOM.



TOP 20 ADVERTISERS*, YEAR-TO-DATE

PROCTER & GAMBLE

MEDIA MARKT SATURN

FERRERO

L'OREAL

SPRINGER AXEL

UNILEVER

MICROSOFT

VOLKSWAGEN GROUP

LIDL

MCDONALD'S

HENKEL

DAIMLER

FORD MOTOR COMPANY

RTL TELEVISION

SKY BROADCASTING

RECKITT BENCKISER

TELEKOM DEUTSCHLAND

EDEKA ZENTRALE

EBAY

TELEFONICA

CATEGORIES RANK AND % SHARE OF SPEND, YEAR-TO-DATE

16.5

8.8

8.7

8.5

7.5

6.0

5.1

4.4

4.2

4.1

3.8

3.7

3.5

2.8

2.6

2.1

2.0

1.8

1.0

0.8

0.6

0.0

MEDIA & PUBLISHING

AUTOMOTIVE


TELECOMMUNICATIONS

FOOD


TRANSPORT & TOURISM

LEISURE PRODUCTS

FINANCIAL

HEALTHCARE


INSTITUTIONS

ENTERTAINMENT


DRINK

BUSINESS SERVICES




DOMESTIC APPLIANCES

ENERGY

TOBACCO

* Based on ad spend at rate-card prices

METHODOLOGY NOTES


AUSTRALIA PHILIPPINES

CANADA PUERTO RICO

CHINA* SINGAPORE

CROATIA** SOUTH AFRICA

GERMANY SOUTH KOREA

INDONESIA SWITZERLAND***

IRELAND (REPUBLIC OF) TAIWAN

ITALY THAILAND

MALAYSIA TURKEY

THE NETHERLANDS UNITED KINGDOM

NEW ZEALAND UNITED STATES OF AMERICA

NORWAY

METHODOLOGY The information included in this report has been compiled,

harmonized and produced by Nielsen Global AdView.

The Nielsen Global AdView Pulse reports on advertising expenditure

for Argentina, Australia, Brazil, Canada, China, Croatia, Egypt,

Germany, Greece, Hong Kong, Indonesia, Ireland, Italy, Japan, Kuwait,

Lebanon, Malaysia, Mexico, The Netherlands, New Zealand, Norway,

Pan-Arab Media, Philippines, Portugal, Puerto Rico, Saudi Arabia,

Singapore, South Africa, South Korea, Spain, Switzerland, Taiwan,

Thailand, Turkey, The United Arab Emirates, The United Kingdom, and

The United States of America.

Pan-Arab Media refers to the media outlets in the Middle East that

have significant viewership, readership or listenership in two or more

markets and are not localized to only one market in the region. They

do not represent a duplication with the coverage of each country and

gather a significant amount of the advertising in the region.

* Provided by Nielsen CC Data

** AGB Nielsen in association with Ipsos

*** In association with Media Focus

THE MEDIA GROUP WITHIN NIELSEN, IS THE DATA

SOURCE FOR THE FOLLOWING COUNTRIES:


The source for the macro-economic indicators is IMF (International

Monetary Fund) – World Economic Outlook April 2013 (website:

www.imf.org).

The Nielsen Global Survey of Consumer Confidence and Spending

Intentions was conducted between February 18–March 8, 2013 and

polled more than 29,000 online consumers in 58 countries throughout

Asia-Pacific, Europe, Latin America, the Middle East, Africa and North

America. The sample has quotas based on age and sex for each

country based on their Internet users, and is weighted to be

representative of Internet consumers and has a maximum margin of

error of ±0.6%. This Nielsen survey is based on the behavior of

respondents with online access only. Internet penetration rates vary

by country. Nielsen uses a minimum reporting standard of 60 percent

Internet penetration or 10M online population for survey inclusion.

The China Consumer Confidence Index is compiled from a separate

mixed methodology survey among 3,500 respondents in China. The

Nielsen Global Survey, which includes the Global Consumer

Confidence Index, was established in 2005.

Argentina: IBOPE

Brazil: IBOPE

Egypt: PARC (Pan Arab Research Centre)

Greece: Media Services

Hong Kong: admanGo

Japan: Nihon Daily Tsushinsha

Kuwait: PARC (Pan Arab Research Centre)

Lebanon: PARC (Pan Arab Research Centre)

Mexico: Nielsen IBOPE

Pan-Arab Media: PARC (Pan Arab Research Centre)

Portugal: Mediamonitor

Saudi Arabia: PARC (Pan Arab Research Centre)

Spain: Arce Media

UAE: PARC (Pan Arab Research Centre)

THE DATA SOURCES FOR THE OTHER COUNTRIES

INCLUDED IN THE REPORT ARE:

http://www.imf.org/


Figures are expressed in Million USD and are estimated net with

Nielsen Global AdView estimated weighting factors, except for

Australia, Ireland and the UK which are estimated net at source. USA

and Spanish figures are based on apples-to-apples comparisons to the

previous year, both in terms of coverage and methodology, in order to

give a more accurate representation of the trends. The source for the

exchange rates is OANDA (website: www.oanda.com) and the rate

applied to all figures is the 2012 yearly average.

In order to reflect the most accurate picture for media type trends and

macro-sector trends, the methodology used for each may differ.

Adjustments and estimates necessary to represent the media type

trends accurately may not be suitable for the macro-sector trends. In

some cases a direct comparison is therefore not possible.

MAP OF THE REPORT

• World Trend: this section includes all territories and relates to the

following media types : Television, Newspapers, Magazines, Radio,

Internet, Outdoor, and Cinema.

• Regions: this section includes spend on Television, Newspapers,

Magazines, Radio, Internet, Outdoor, and Cinema. Each region

includes the following countries:

– North America: Canada, United States of America.

– Asia Pacific: Australia, China, Hong Kong, Indonesia, Japan,

Malaysia, New Zealand, Philippines, Singapore, South Korea,

Taiwan, Thailand.

– Europe: Croatia, Germany, Greece, Ireland, Italy, The

Netherlands, Norway, Portugal, Spain, Switzerland, Turkey,

United Kingdom.

– Latin America: Argentina, Brazil, Mexico, Puerto Rico.

– Middle East and Africa: Egypt, Kuwait, Lebanon, Pan-Arab

Media, Saudi Arabia, South Africa, United Arab Emirates.

Note: Pan-Arab Media refers to the media titles in the Middle East that have significant

viewership, readership or listenership in two or more markets and are not localized to

only one market in the region. They do not represent a duplication with the coverage of

each country and gather a significant amount of the advertising in the region.


• Country breakdown refers to all major media types available in the

country (Television, Newspapers, Magazines, Radio, Outdoor,

Cinema, Internet).

• 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 (including also:

Mail Order, Multiple Product Retailers, On-line shopping &

generic on-line services, Corporate/Image and sponsorship

Distribution Channels)

– Durables: Domestic Appliances, Furnishings & Decoration,

Information Technology

– Entertainment: Entertainment, Leisure products, Transport &

Tourism

– Financial: Financial

– Healthcare: Healthcare

– Media: Media & Publishing

– Telecommunications: Telecommunications

Macro-sectors and Categories are harmonized in order to allow

consistency of comparison between regions and countries. They

may therefore differ to how the local sectors and categories are

built.

• Top 20 global spenders: this ranking has been compiled to show

the top 20 spenders at corporate/holding company level. Using

each of the businesses comprising these international corporations

at a local level the cumulative total has been reported. The top 20

global spenders rank is based on the Nielsen countries included in

this review plus Spain, Portugal and Hong Kong. For the remaining

countries the advertiser detail is not available in a way that can be

included in the global ranking.



TV NEWSP. MAGAZ. RADIO OUTDOOR CINEMA INTERNET

NORTH AMERICA

CANADA

USA

ASIA PACIFIC

AUSTRALIA

CHINA

HONG KONG

INDONESIA

JAPAN

MALAYSIA

NEW ZEALAND

PHILIPPINES

SINGAPORE

SOUTH KOREA

TAIWAN

THAILAND

EUROPE

CROATIA

GERMANY

GREECE

IRELAND

ITALY

NETHERLANDS

NORWAY

PORTUGAL

SPAIN

SWITZERLAND

TURKEY

UK

THIS TABLE PRESENTS AN OVERVIEW OF THE MEDIA TYPES COVERED IN EACH TERRITORY.

MEDIA COVERAGE OVERVIEW


TV NEWSP. MAGAZ. RADIO OUTDOOR CINEMA INTERNET

LATIN AMERICA

ARGENTINA

BRAZIL

MEXICO

PUERTO RICO


EGYPT

KUWAIT

LEBANON

PAN-ARAB MEDIA

SAUDI ARABIA

SOUTH AFRICA

UAE

THIS TABLE PRESENTS AN OVERVIEW OF THE MEDIA TYPES COVERED IN EACH TERRITORY.

MEDIA COVERAGE OVERVIEW


CONTACT

E-mail: [email protected]

NIELSEN GLOBAL ADVIEW

Nielsen Global AdView provides information on what advertisers are

spending, where and how, in more than 80 countries. With a deep

and complete knowledge of local market advertising trends, ad

spend, creatives, and TV gross rating points (GRPs) can be compiled,

linked and harmonized at brand and product level to enable quick

strategi i sight i to o petiti e a ti it ithi a lie t s o product sector.

ABOUT NIELSEN

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media

measurement, online intelligence, mobile measurement, trade

shows and related properties. Nielsen has a presence in

approximately 100 countries, with headquarters in New York, USA

and Diemen, the Netherlands. For more information, please visit

www.nielsen.com.

For more information, visit www.nielsen.com.

Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen

and the Nielsen logo are trademarks or registered trademarks of

CZT/ACN Trademarks, L.L.C. Other product and service names are

trademarks or registered trademarks of their respective companies.

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