Multinational advertisers trim Asian budgets

12 June 2009

BRUSSELS: A third of multinational advertisers in Asia Pacific will increase their adspend levels in the next six months, but 45% will reduce their outlay, according to a survey by the World Federation of Advertisers' APAC Media & Marketing Network.

Based on a poll of 25 of its members in the region, WFA found that 69% of participants had cut their expenditure in the first half of 2009, with TV budgets declining by some 67%.

Outdoor revenues fell by 28% in this period, with resources diverted through print media also sliding by 26%, while online saw an upturn in activity among more than 20 of the organisation's panel.

The WFA reported that the priority among many of its members operating in Asia was to "increase understanding of returns from their marketing investment" following the onset of the downturn.

Other objectives included "challenging agencies to identify cost reductions" and a "reduction of media budgets", although this last option was one of the least favoured approaches.

Data sourced from Media; additional content by WARC staff