Consumers, advertisers boost spending in APAC

05 July 2010

SYDNEY: Consumers and advertisers are both heightening their expenditure levels in Asia Pacific, as economic conditions improve and confidence returns to the market.

Nielsen, the research firm, assessed 12 countries in the region, and found that adpsend across TV, newspapers and magazines climbed by 18% year-on-year in Q1 2010, to $31.2bn (€24.8bn; £20.6bn).

According to the company, all the members of its panel saw revenues rise, while over 80% of this group posted double-digit growth.

More specifically, China delivered an increase of 17% to $20.9bn, with Indonesia up 26% to $1.90bn, Hong Kong by 25% to $1.85bn and India by 32% to $1.66bn.

Totals in South Korea jumped by 14% to just over $1bn, while the Philippines, Thailand, Malaysia, Singapore and Taiwan all witnessed surges of between 11% and 24%.

Australia experienced a comparatively modest expansion of 5% to $1.36bn, measured against a corresponding increase of 8%, to $293m, in New Zealand.

For the year to March, advertisers in the featured countries boosted their budgets by 15% to $132.3bn, with Australia and South Korea the only nations to register contractions in this period as a whole.

Television was the main driver of growth as advertising sales leapt by 16%, a figure that stood at 14% for newspapers and 4% for magazines.

A Nielsen survey of 7,063 shoppers in Asia Pacific also revealed that 47% of respondents were planning to raise their outlay on holidays, with 41% agreeing with this statement when it came to buying clothes.

A further 38% intended to do the same with regard to out-of-home entertainment, as did 37% for technology products and 27% for home improvements.

Each of these categories had recorded a substantial increase in demand in the last 12 months, a trend demonstrating that Asia Pacific is in "recovery mode".

"The challenge for marketers … will be strengthening their brand awareness and positioning where visibility diminished during the downturn," Richard Basil-Jones, managing director, Nielsen Media Asia Pacific, said. 

"Consumers are out there spending and intending to loosen up their purse strings, so the onus is now on marketers to ensure their products and services return to top of mind."

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