Asian Business Media Consumption Rises
Asia's twelve key advertising markets collectively notched $68.6 billion (€56.96bn; £39.32) in adspend during 2005, reports Nielsen Media Research.
The outlay, which excludes all but the core media of television, newspapers and magazines, hit an alltime record with exceptionally robust growth in Australia, China, India, Indonesia and the Philippines.
Comments NMR regional managing director Richard Basil-Jones: "Although there were indications that some markets were easing in the second half of 2005, sectors like FMCG and retail across the region were extremely active."
He points to India as having the strongest adspend growth potential. In 2005, India recorded a 10% expenditure increase rising to a total of $2.59bn.
"Almost two thirds of the GDP is domestic-driven, which has helped economically cushion the impact of global fluctuation; while direct investment abroad reached $1.55bn in 2005. Fuelled by the rapid rise in the retail sector which started mid-2003, plus the IT and real estate boom, the potential for the advertising market is simply huge."
In India, along with five other nations, TV continues to rule the advertising roost with 66% of total measured media spend - despite the inroads made by the internet (curiously absent from this study).
However, the dominant medium in six countries (Hong Kong, India, Malaysia, Singapore, South Korea, and Taiwan) is newspapers with a 29% share of overall adspend (43% in India).
Readership of international business publications in Asia is on the increase, according to the latest biennial Asian Business Readership Survey from Ipsos MORI Media.
Overall consumption rose for the first time in several years, with readership of 'any international weekly' increasing from the 2004 figure by three percentage points to 42%; while 'overall international readership' rose by one point to 62%.
Titles achieving significant growth include The Economist, up five percentage points to 15%; The Wall Street Journal Asia, up four points to 20%; and Forbes, up three points to 13%.
The continent's business élite is also logging-on to the internet more than ever before. Nearly a third of senior executives buy online and 37% of respondents say the web has changed the way they use publications - but it is clear that this still leave plenty of room for more traditional media consumption.
Observes Ipsos regional director Simon Staplehurst: "What we are seeing is not the simple exchange of one medium for another but, with usage and readership up across the board, a desire for richer sources of knowledge and business information drawn from both print and online.
"The challenge for publishers is to present the right material in the right format and to continue to make news and information compelling on an instant by instant, day by day, weekly and monthly basis. Each channel must be seen to add value."
Data sourced from MrWeb.com (UK); additional content by WARC staff