Indonesia tops APAC ad charts

21 December 2011

JAKARTA: The Asia-Pacific ad market is still enjoying rapid growth, with adspend in Indonesia expanding particularly quickly.

According to new Nielsen data, expenditure across the region was 16% higher in the third quarter of 2011 than in the same period last year, with around $5bn spent over the three-month period.

Within these results, Indonesian annual growth reached 24%, with the Philippines and Singapore were the second and third best performers on the survey, up 15% and 10% respectively.

Across the region, expenditure was up 3% from the second quarter, with marketers upping their budgets ahead of the crucial festive season. TV was up 17% on the year, while newspaper spend was broadly flat

Adspend on TV in Indonesia was up 25% year-on-year, while newspapers enjoyed a 22% increase. Warc subscribers can get further insights into the nation's media sector in this exclusive market report.

Asian advertisers have enjoyed relatively benign business conditions over recent months, when compared to the volatility in Europe and the US.

David Webb, a managing director at Nielsen Asia-Pacific, commented: "Strong advertising growth in Southeast Asia over the past year underlines the region's resilience amidst global economic uncertainty and increasing spend in markets such as Indonesia and the Philippines echoes sentiment within the region that local economies are still thriving and capable of withstanding external shocks."

Nielsen also included category data in its report, finding that haircare brands, telcos and government were the three most-lucrative product categories. Unilever was the biggest single advertiser in the region.

The research firm also noted that continued media fragmentation – with consumers viewing ads on an ever-expanding range of devices – was reshaping the region's TV services, with deep implications for the ad industry.

Webb added: "Whilst marketers throughout the region grapple with the challenge of spreading advertising budgets across a growing number of media platforms, television continues to demonstrate its un-matched ability to reach the masses, and technological developments such as HDTV, IPTV, TV on-demand and time-shifted viewing are all contributing to the ongoing appeal of television."

Data sourced from Campaign Singapore/Jakarta Globe; additional content by Warc staff