Nielsen: Global Ad Spending Rose 2.8 Percent in First Half of Year

Gains in Latin America and the Asia Pacific region drove worldwide growth, while Europe once again posted a drop amid economic challenges.

Global advertising spending rose 2.8 percent in the first half of 2013, according to latest Nielsen data.

Gains in Latin America and the Asia Pacific region drove worldwide growth, but European ad spending continued to decline amid economic challenges.

"Marketers continue to gradually increase their global ad spending" as growth accelerated to 3.5 percent in the second quarter, according to Nielsen’s latest Global AdView Pulse report.

It didn't provide absolute dollar figures for ad spending.

Latin America ended the first half of 2013 with an ad gain of 13.1 percent, while Asia posted a 6.4 percent increase, according to Nielsen.

The Middle East and Africa region reported a 3.9 percent improvement in ad spending, while North America was up 2.7 percent. Nielsen didn't break out the U.S. performance.

Europe remained the main laggard in the first half of the year with a 6 percent ad spending decline, according to Nielsen.

U.K. ad revenue declined 2.3 percent, for example. The only gains over the first six months of 2013 in Europe came in Switzerland (up 0.6 percent), Norway (up 2.5 percent) and Greece (up 7.4 percent), which last year saw a big drop amid its economic crisis.

"Although many marketers remain conservative with advertising budgets, those in Latin America continue to buck the norm," Nielsen concluded. In Europe, "marketers remain modest with their ad budgets amid the region's continued fiscal crisis," it said.

Argentina was a key contributor to growth in the Latin America region with a gain of nearly 30 percent. Indonesia, China and the Philippines helped lead growth in the Asia-Pacific region, which reached $51 billion in ad spending in the first half of 2013.

The Nielsen Global AdView Pulse measures spending on TV, radio, cinema, newspapers, magazines, outdoor and Internet display advertising.

Twitter: @georgszalai