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The Nielsen Company’s survey on media spends reveals that the advertising activity in the subcontinent market has surged by 32% in the first quarter of 2010 being the highest growth amongst the 12 Asia-Pacific (A-Pac) markets.

Titled as Q1 2010 Nielsen Global Consumer Confidence Survey, the study mentions that this growth in the advertising activity has been observed in the main media, TV, Newspaper & Magazine, and is driven by strong economic performances and rapidly improving consumer confidence levels in the first quarter of 2010.

Besides India, the overall across the 12 markets in A-Pac, media spends grew by 18% will all the markets recording strong ad spend growth. This was also the second consecutive quarter with no declines in ad spending.

The survey inclines towards the fact that the India is accelerating out of the economic downturn and is on the path of recovery.

“Economic prospects are improving rapidly and consumers’ spending intentions are turning into actual spending reality. This is a sign that marketers, manufacturers and retailers have been eagerly waiting for and is seen translating into advertising spends. The challenge now for marketers however, will be right brand positioning and strengthening brand awareness as visibility diminished during the downturn,” said Piyush Mathur, President, India, The Nielsen Company.

On a year-on-year basis, the growth has been registered for 26% in main media ad spends in India for a twelve month period to March 2010, with newspaper as the main driver of growth. Across the 12 markets of A-Pac main media spends grew by 15%.

All other media combined like Radio, Outdoor, Pay TV, Cinema, etc. showed a growth of 28% in the twelve months to March 2010 in India. Ad spends by all media sectors saw a growth of 27% YOY.