UK ad spend has risen by 10.7% in the first half of 2010, while global ad spend has increased 12.8% year on year to $238 billion (£150 billion), according to Nielsen’s latest Global AdView Pulse report

The results showed that Europe’s overall ad spend rose 8% in the six months to June, with increases of 9.6% in Germany and 11.6% in France along with the UK’s double digit growth.

Of the 37 countries included in the report, 35 had ad spend growth, and 26 saw ad spend rise in the double digits. Latin America and the Middle East and Africa reported the largest year-on-year increases of 44.5% and 23.8% respectively. Only UAE (-5.8%) and Ireland (-3.2%) recorded ad spend decline.

Fast moving consumer goods brands remained the biggest spenders in the first half, seeing a 21.4% growth. Ad spend for television, radio and newspaper increased by 15.8%, 11% and 9.5% respectively, while magazine ad spend rose 3.7%.

The results suggest sustained increases into the second quarter of 2010; the first quarter saw ad spend growth of 12.5%.

Michele Strazzera, deputy managing director of Nielsen Global AdView, said: “The latest Q2 numbers reflect similar growth trends that emerged in Q1 this year. According to rate-card figures, the global advertising industry continued to improve in Q2 with positive growth in all regions and across all media, led notably by the Asia Pacific market.”

Nielsen’s report also said that there was a year-on-year global spend increase the second quarter in discretionary ad categories, including automotive (20.7%) and durables (17.3%).

Strazzera added: “Discretionary ad spend categories recorded the highest year-on-year increases, which is a leading indicator that advertisers and consumers are more confident to spend again.”