Singapore Ad Market Set for 2004 Growth

19 December 2003

Singapore's adspend is expected to rise by a healthy 5% next year, according to the latest forecast from ZenithOptimedia.

Ad revenues from the major media are predicted to climb to $1.84 billion (€1.48bn; £1.04bn) in 2004. This follows estimated 2003 growth of 4% to $1.75bn, despite the effects of SARS and the economic downturn.

Television is expected to achieve the fastest growth next year, with ZO predicting a 6.3% hike to $799 million. Magazines will see a 4.9% rise to $85m, while newspapers will be up 4.3% to $700m.

However, separate research from AC Nielsen suggests Singapore's ad market has not been as buoyant this year as ZO believes. This survey found a 3.6% drop in spend by the top twenty advertisers to $291m over the first ten months of the year.

The biggest spender over this period was mobile phone operator StarHub, which poured $25.7m into advertising, followed by Singtel on $25.67m.

Data sourced from: Straits Times (Singapore); additional content by WARC staff