Adspend continues to rise in Asia Pacific

23 October 2009

HONG KONG: Advertising expenditure levels through television, newspapers and magazines in Asia Pacific rose by 11% in the second quarter of this year, to $29.96 billion (€19.99bn; £18.10bn), according to new figures from The Nielsen Company.

Nielsen reported that India was the fastest-growing market in the region from April to June, with revenues increasing by 28%, to $1.7bn, in this period.

China performed similarly strongly, recording an uptick of some 17% year-on-year, to $19.8bn, over the same timeframe.

Indonesia also registered an expansion of 8%, to $1.3bn, with the Philippines up by 9%, to $845m, and Malaysia by 1%, to £415m.

By contrast, South Korean adspend fell 17%, to $1.4bn, with Singapore off by 12%, to $254m, Thailand by 9%, to $449m, and Australia by 5%, to $1.5bn.

Hong Kong delivered a contraction of 4%, to $1.7bn, with New Zealand registering a more modest decline of 2%, to $395m, in the second quarter.

By media, television was the only channel where ad sales rose, up 10% on an annual basis, while newspapers and magazines experienced drops of 1% and 3% respectively.

Richard Basil-Jones, Nielsen's managing director, Asia Pacific, said "although declines in advertising activity were still evident across free to air TV, newspapers and magazines in a number of markets, there were clear signs of a reversal of contracting activity." 

"In the more dynamic markets of China and India, both of which saw sharp cutbacks in advertising activity in the first quarter, advertising bounced back strongly with double digit growth over the same quarter in 2008."

Data sourced from The Nielsen Company; additional content by Warc staff