Adspend rises in South East Asia

07 March 2012

SINGAPORE: Adspend levels rose by more than 10% in South East Asia last year, with television the core driver of this process.

According to Nielsen, the research firm, local expenditure through newspaper, magazines and television reached $19bn in 2011, a 13% improvement on an annual basis.

Breaking out the totals for the fourth quarter, Nielsen reported that regional revenues grew by 8% to over $4.9bn. Indonesia led the charts in value terms, up by 27% to $2.2bn.

Elsewhere, the Philippines expanded by 2% to $1.1bn, and Malaysia logged a 3% lift to $63m. Singapore also witnessed a 3% uptick, to $403m.

Less positively, revenues contracted by 18% in Thailand, to $622m, not least due to the floods which have hit the country.

Erica Boyd, Nielsen's APMEA region managing director, advertising solutions, said: "It has been a challenging quarter for some countries in Southeast Asia, with natural disasters and economic concerns impacting both business and consumer confidence levels.

"Despite the turmoil, however, advertising expenditure has remained buoyant overall as marketers seek out opportunities to increase their brands' share of voice and maintain engagement with consumers."

By medium, television, taking two-thirds of South East Asian spending, saw demand rise by 15% across 2011 as a whole, with newspapers improving by 12% and magazines enjoying a 3% expansion.

Data sourced from Asia Media Journal; additional content by Warc staff