UK advertising spend dropping in line with EU

Oliver Smith
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TELEVISION ratings firm Nielsen said yesterday that advertisers have shunned the UK during the first half of 2013 as overall European advertising spending declined six per cent.

Spending across UK media fell by 2.3 per cent, according to Nielsen’s data.

But there were signs of a European recovery with ad spending in Norway, Switzerland, and Greece up 2.5 per cent, 0.6 per cent, and 7.4 per cent respectively.

The quarterly AdView Pulse report – which looks across TV, newspapers, magazines, radio, outdoor, cinema and internet display advertising – showed that total global advertising increased 2.8 per cent compared to the same period last year.

Globally, advertising spending is trending upwards with 3.5 per cent growth from 2013’s first quarter.

Nielsen today also launched a new advertising platform to help advertisers explore the effect of TV-plus-online campaigns.

The Cross Platform Campaign Ratings platform has been trialled by Halifax, Mecca Bingo and BSkyB for the past six months and all have signed up to continue to use the service after launch.

Nielsen’s new platform allows advertisers to compare their audience share across mediums, telling them how many people, by age and gender are seeing their ad across TV and online, both separately and combined.

“Nielsen Cross Platform Campaign Ratings helps all players understand the impact of their campaigns, wherever they run – across platforms and markets around the world,” said Nielsen UK managing director James Oates.

BSkyB have been trialling the platform, research and insight controller Rebecca Rangeley said. “Getting a joined-up view of how and where our customers watch our content is an important goal for us... [this] is an innovative step in the right direction towards allowing us to investigate the combined power of our TV and online platforms,” she added.