Global Cinema Ad Spending Down 5.8 Percent in First Quarter

After rising in every quarter of 2012, spending on ads in movie theaters was driven down by a big drop in Latin America.

LONDON -- Global cinema advertising spending fell 5.8 percent in the first quarter amid a 19.3 percent decrease in Latin America, according to Nielsen’s latest Global AdView Pulse report.

After rising in every quarter of 2012, spending on ads in movie theaters was down in the opening period of 2013, but Nielsen didn't detail a dollar amount for total spending. In announcing the drop, it also didn't immediately explain what led to it.

Last week, Nielsen had reported that global advertising expenditures grew 1.9 percent over the first quarter of 2012. European spending declined 4.4 percent, while it was unchanged in North America and rose in all other regions of the world.

"The first quarter of 2013 held few surprises for media sectors -- continuing trends established in recent years," Nielsen said in providing color on category trends. For example, television remained the dominant media category in terms of advertising spending, with a 59 percent share and a gain of 3.5 percent globally in the first quarter.

However, TV "was not immune to the economic problems in Europe in the first quarter, leading to a 2.9 percent decrease in this region," Nielsen said. Decreases in print advertising also continued with magazine and newspaper ad spending down 2.8 percent and 4.7 percent, respectively.

Display Internet advertising saw a 26.3 percent global spending increase for the first quarter. It grew particularly strongly in the Asia-Pacific region (33.2 percent) and Latin America (48.2 percent). Even in Europe, Internet spending jumped 10.4 percent.

“We see trends continuing in media, with less-steep ad spend increases in TV and very slight declines in print, making way for growth in the digital space," said Randall Beard, global head, advertiser solutions for Nielsen.

Cinema ad spending in 2012 rose 5.8 percent worldwide. Cinema spending remains relatively small, accounting for just 0.3 percent share of ad spend last year.

Nielsen also said Thursday that global radio ad spending in the first quarter was down 0.2 percent and outdoor spending was up 4.3 percent.

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