According to Nielsen’s Ad Intel Q4 International Campaign report, 72% of global marketers want to raise their advertising spending in the upcoming year, demonstrating how ad spending is reverting to pre-pandemic levels. Because consumers have access to a wide range of media outlets, the advertising environment is more competitive than ever, forcing firms to improve their approaches.
France, Germany, Italy, the Netherlands, and the United Kingdom are the five major Western European markets highlighted in the research. Among the leading advertisers in these nations are McDonald’s, LIDL, Amazon, and Procter & Gamble. Ad expenditure is particularly high in the FMCG, automotive, and retail categories, with businesses in these industries routinely placing in the top 10. Digital channels are becoming more popular, particularly in areas like the Netherlands and the UK where internet and social media ad expenditure is increasing, even if conventional media like television and print still account for a significant portion of ad spend in this region.
In France, motor cars rank second with an ad expenditure of $1505 million, while multiple product retailers spend about $2,025 million. The largest ad spenders in Germany are newspaper and magazine publishers, with $1045 million, followed by multiple product retailers, with $941 million. With an estimated ad expenditure of $252 million, cars are the most expensive category in Italy. Online shopping and general online services rank second with $164.6 million.
In the Netherlands, several product retailers spend $700.8 million on advertising, while furnishings and decorations come in second with $286.2 million. Lotteries and gambling come in second with an ad expenditure of $496.2 million, while calling services top the rankings in the UK with an ad spend of $497 million.
Southeast Asian markets, including those in Indonesia, Malaysia, the Philippines, Singapore, and Thailand, are also the subject of the research. Large international corporations like Unilever, Procter & Gamble, and Nestle are among the top advertisers in these areas. In these markets, the FMCG industries—which include cold drinks, skincare products, and hair care—dominate ad expenditure. Except in Singapore, where new channels like social media and internet platforms account for a higher portion of the ad expenditure, traditional media is still quite powerful.
In Indonesia, Dairy spends the most money on advertising ($953.3 million), followed by Cold Drinks ($852.4 million). With the government and politics spending $230.7 million on advertisements while multiple product retailers only spend $28.8 million, Malaysia presents a different picture. With an ad expenditure of $773.7 million, washing goods are the most popular product in the Philippines, while leisure items are popular in Singapore, where they spend $66.1 million. Finally, with $82 million spent on advertising, Multiple Product Retailers are the largest in Thailand.
The paper examines the markets in Australia, New Zealand, South Korea, and Taiwan for the Asia Pacific area. Among the leading marketers in this market are companies like Samsung Electronics, Toyota, and McDonald’s. FMCG, cars, and fast food are important spending areas. Digital media, especially social media, accounts for a sizable amount of advertising expenditures in Australia. New Zealand and South Korea, on the other hand, continue to be dominated by conventional media outlets, illustrating the disparities in the dynamics of ad expenditure in the two countries.
In Australia, politics and government spend the most money on advertising ($173.5 million), whereas in New Zealand, restaurants spend the most ($84.5). The highest ad expenditure in South Korea is $1067.8 million for Food Product Ranges, while the highest amount in Taiwan is $782.3 million for Health Foods.
