Asian Adspend Forges Ahead

27 May 2002

Ad markets in the Asia Pacific region made a healthy start to 2002, with all but one (the Philippines) posting year-on-year growth in spend according to latest figures from Nielsen Media Research.

The big winners were China, South Korea and Indonesia, each of which recorded double-digit growth.

The Chinese ad market remained the region’s largest, with spend rising 32% from Q1 2001 to $3.26 billion (£2.24bn; €3.55bn). Advertising for health products retained its dominance of the sector, although the categories of shampoo/conditioners and pharmaceuticals for babies enjoyed staggering growth of 129% and 262% respectively.

South Korea’s ad market, Asia Pacific’s biggest up to 1999, posted a 17% increase to $1.17bn, reflecting healthy economic growth and high consumer confidence. Indonesia, meanwhile, reported the fastest expansion in the region, jumping 34% to $221m.

The top ten markets (with spend and year-on-year percentage change in parentheses) were:

1. China ($3.26bn, +32%)
2. South Korea ($1.17bn, +17%)
3. Hong Kong ($937m, +8%)
4. Australia ($745m, +3%)
5. Thailand ($304m, 8%)
6. Philippines ($273m, -3%)
7. Indonesia ($221m, +34%)
8. Singapore ($203m, +8%)
9. Malaysia ($194m, +7%)
10. New Zealand (173m, +7%)

Local companies feature prominently in the adspend stakes. Indeed, seven of Asia Pacific’s top ten advertisers are Korean.

However, the figures are rate card-based and do not take into account discounts offered to advertisers.

Data sourced from:; additional content by WARC staff