72% global marketers are planning to increase their advertising budgets in the coming year, revealing how ad spend is returning to pre-pandemic levels, according to Ad Intel Q4 International Campaign report by Nielsen. The competitive advertising landscape is more intense than ever, with consumers accessing a variety of media channels, prompting brands to refine their strategies.
The report highlights five key markets in Western Europe: France, Germany, Italy, the Netherlands, and the UK. Some of the top advertisers across these countries include Procter & Gamble, LIDL, Amazon, and McDonald’s. Notably, FMCG, automotive, and retail categories are leading in ad spending, with companies in these sectors consistently ranking among the top 10. While traditional media such as television and print continue to claim a large share of ad spend in this region, digital channels are gaining traction, especially in markets like the Netherlands and the UK, where internet and social media ad spending is on the rise.
In France, Multiple Product Retailers spend approximately $2,025 million and Motor Cars lie at the second rank with an ad spend of $1505 million. Newspaper and Magazine Publishers lead the board in Germany with a spend of $1045 million and second in line are Multiple Product Retailers with an ad spend of $941 million. In Italy, Motor Cars have the biggest ad spend of $252 million approximately and Online shopping and generic online services come second at $164.6 million. Multiple Product Retailers have an ad spend of $700.8 million in The Netherlands and Furnishings and Decorations stand second with an ad spend of $286.2 million. In the UK, Calling Services top the charts with an ad spend of $497 million and Lotteries and Gambling comes second with an ad spend of $496.2 million.
The report also focuses on Southeast Asia, examining markets like Indonesia, Malaysia, the Philippines, Singapore, and Thailand. Top advertisers in these regions include major global players such as Unilever, Procter & Gamble, and Nestle. FMCG sectors, including haircare, skincare, and cold drinks, dominate ad spending across these markets. Traditional media remains strong, except in Singapore, where digital channels like social media and online platforms hold a larger share of the ad spend.
Dairy leads in Indonesia with an ad spend of $953.3 million and Cold Drinks come second at $852.4 million. Malaysia tells a different story with Politics and government spending $230.7 million on ads with Multiple Product Retailers spending only $28.8 million. Washing Products top the chart in The Phillippines with an ad spend of $773.7 million while Leisure products are a hit in Singapore with an ad spend of $66.1 million. Lastly, Multiple Product Retailers lead in Thailand with an ad spend of $82 million.
For the Asia Pacific region, the report looks at markets in Australia, New Zealand, South Korea, and Taiwan. Here, brands such as McDonald’s, Toyota, and Samsung Electronics feature among the top advertisers. Key spending categories include fast food, automotive, and FMCG. In Australia, digital media, particularly social media, captures a significant portion of ad spending. In contrast, traditional media channels remain dominant in South Korea and New Zealand, showcasing the varying dynamics of ad spending within the region.
Politics and Government top the charts in Australia with an ad spend of $173.5 million while Restaurants rank first in New Zealand with a $84.5 million ad spend. In South Korea, Food Product Ranges has the maximum ad spend at $1067.8 million while Health Foods top the chart in Taiwan with $782.3 million.