FIFA WC Helps Global Advertising Increase of 10.6pc to USD508bn

Nielsen, seek the leading global research firm, drugs has revealed that last year’s World Cup in South Africa was the catalyst behind a 10.6 per cent recovery in the global advertising market in 2010.

The 2010 Q4 report by The Nielsen Company, based on published rate cards, showed that the global advertising industry posted a 10.6 per cent year-on-year increase to US$508bn last year.

The report claims that the World Cup helped to drive the second quarter, the fast growing of the four, to an increase of almost 13 per cent.

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.”

The UK was one of a number of nations in Europe, alongside the likes of Belgium, France, Sweden and Switzerland, to have posted increases in advertising spend of approximately 10 per cent.