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Europe Europe Total advertising trend

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Total advertising trend

The European advertising market continued its positive growth as it finished the second quarter of 2010. Led by a considerable increase in Automotive spend as well as healthy increases in Entertainment and Media, June 2010 closes with a 8.5% growth compared to the same period in 2009. Finance, Distribution, and FMCG also showed growth between 6.9 and 8.7%, while two macro sectors, Health and Telecom, showed declines in ad spend when compared with June 2009.

Most media types showed growth in ad spend in June 2010 when compared with June 2009. Amongst the traditional media types, television remained the leader with a 10.9% growth, followed by both Radio and Newspapers. Magazine spend remained stable with a slight growth of 0.4%. Internet continued its exponential growth amongst all media types, with a 29.4% increase in spend when compared with the same period in 2009. In terms of share of spend, Internet grew from 5.4% to 5.9% from 2009 to 2010.

Year to date ‘10

June 2010

+ 6.0%


Media Types

June 2010

TV: +10.9%

Newspapers: +6.2%

Magazines: +0.4%

Radio: +6.8%

Macro - Sectors

June 2010

Auto: +20.2%

FMCG: +6.9%

Distrib.: +6.9%

Health: -7.2%

Entert.: +11.6%

Media: +10.5%

Finance: +8.7%

Telecom.: -3.8%

Media included: TV, Radio, Newspapers, Magazines, Outdoor, Cinema, Internet.

Countries included: Germany, Ireland, Italy, The Netherlands, Norway, Switzerland, United Kingdom.







Total advertising trend

Media -- % Share of Spend -- YTD

Market -- Advertising Expenditure Trend (Million €)

Media -- % change YTD and last month






Market -- Year on year % change by month

Sectors -- % change YTD and last month

Sectors -- % Share of Spend -- YTD




Clothing & Access







Industry & Serv.



Media included: TV, Radio, Newspapers, Magazines, Outdoor, Cinema, Internet.

Countries included: Germany, Ireland, Italy, The Netherlands, Norway, Switzerland, United Kingdom.


Methodology notes

This report is run by The Nielsen Company, 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 The Nielsen Company, Media Group*. All figures are gross with the exception of Italy, for which they are estimated using the official weighting factors provided by The Nielsen Company, Media Group, Italy.

Figures are reported in million Euros

This report includes spend on the following media types: TV, Newspaper, Magazines, Radio, Outdoor , Cinema

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



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 The Nielsen Company, 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 The Nielsen Company 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.

The Nielsen Company

The Nielsen Company 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,