Nielsen Hails World Cup Global Ad Boost

Global research firm Nielsen has hailed last year’s World Cup in South Africa as the catalyst behind a 10.6% recovery in the global advertising market in 2010.

Based on published rate cards, the 2010 Q4 report by The Nielsen Company reveals the global advertising industry posted a 10.6% year-on-year increase to £312bn in 2010.

The World Cup helped drive a second quarter increase of almost 13%, which was the fastest growing quarter.

Randall Beard, global head of Advertiser Solutions for The Nielsen Company, said: ‘The 2010 FIFA World Cup brought the attention of hundreds of millions of soccer fans, and not surprisingly, advertisers followed with significant spending.

‘It presented an excellent opportunity for advertisers to jump back into the market, revitalizing ad spend in multiple countries.’

In Europe, Belgium, France, Sweden, Switzerland and UK posted approximately 10% increases in advertising spend.