China, India set for adspend growth

07 September 2009

HONG KONG: Five advertising markets in Asia Pacific, including China and India, will experience double-digit expansions in measured media spending in the next five years, a forecast from Media Partners Asia predicts.

The company estimates that total advertising revenues in the region will rise by 4.6% in 2010 and 5.6% in 2011, following on from a drop of 4.7% during 2009, meaning the area will outperform the global market in each of these years.

Alongside India and China, MPA predicts Indonesia, the Philippines and Vietnam will enjoy growth rates of over 10% in the next five years, but will also witness "intensifying competition, regulation and fragmentation."

While Australia, Japan and South Korea may find conditions more challenging in this period, the company argues there "are still opportunities to make money, especially in digital sectors."

Online and pay-TV are among the mediums set to enjoy upticks in revenue, while individual countries are also displaying varying characteristics, with newspapers "still viable" in India and magazines taking on such a role in Greater China and Southeast Asia.

Data sourced from Media Partners Asia; additional content by WARC staff