Home  › Stats › Ad Industry Metrics › Ad Spend

The Olympics and U.S. Presidential Election Accelerate Q3 Ad Spend

  |  April 11, 2013   |  Comments

The Olympics and the U.S. presidential election led to a year-over-year jump in third quarter ad spend, according to a recent study by Nielsen.

The Olympics and the U.S. presidential election led to a year-over-year jump in third quarter ad spend, according to a recent study by Nielsen.

According to Nielsen, global ad spend jumped over 4 percent in Q3 2012. The study found that North America and the Middle East/Africa saw some of the biggest gains last year, while Europe saw declines in ad spend over the same period.

"Growth in global ad spend accelerated in Q3. The Olympics, a major media event in all parts of the world, and the U.S. presidential election helped drive investment up," said global head at advertiser solutions for Nielsen Randall Beard.

"We'll be watching carefully to see if the growth was sustained in Q4 and into 2013, or if there's a dip in comparison to this year."

Nielsen reports that North America saw an over 10 percent jump in ad spend from January to September of 2012. The study found that the industry and services industry saw some of the biggest growth for the year.

The industry's growth is attributed to the increase in political ads created in the lead up to the U.S. presidential elections in November. Last year's presidential elections saw a major focus put on digital ads and awareness. Both candidates made major pushes through election ads and social networking campaigns.

The Middle East/Africa also saw major ad spend growth in 2012. Nielsen found that the region had an over 18 percent ad spend growth rate year-over-year. The study reports that the increase in ad spend came from an influx of advertising investments from abroad.

One region that took a step back in 2012 was Europe. The area saw an over 3 percent drop in ad spending year-over-year. Nielsen blames the drop-off on economic instability across Europe, which led to advertisers tightening their budgets.

Nielsen's statistics come from its Global Adview Pulse program. The company releases frequent research figures on global ad spend using Adview Pulse.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!


James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.


    Information currently unavailable


    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...