Jenny Chan 陳詠欣
Jul 24, 2013

Multinational brands decrease Hong Kong adspend: admanGo

HONG KONG - Multinational advertisers such as P&G, GSK and Canon have significantly cut down their ad budgets in June, according to admanGo’s latest monthly data.

Multinational brands decrease Hong Kong adspend: admanGo

As compared with June last year, Canon has cut its adspend by 73 per cent this year. In terms of individual products, the relevant expenditure for promoting the EOS 700D digital SLR camera was 80 per cent less than what the brand spent on advertising the EOS 5D Mark III during the same period last year.

As a whole category, adspend for SLR cameras and digital cameras dropped by 58 and 86 per cent on a year-on-year basis.

McDonald’s has also cut its ad budget for its Extra Value Meals and Happy Meals. Taking up 40 per cent of the adspend for the restaurant category, fast food campaigns dropped by 15 per cent year-on-year.

As the sports category had invested heavily during the Olympic games last year, it is not surprising to see a drop in adspend in the category this year. Spending on campaigns for football shoes dropped by 90 per cent.

Adidias, in particular, cut its adspend by 85 per cent, although it remains the top spender in the category.

June’s overall adspend was sluggish and saw a decline of 0.4 per cent for the first time since 2009. Expenditure in June, amounting to US$438.2 million (HK$3.4 billion), also recorded a drop of 8 per cent compared to May.

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

1 day ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

1 day ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

1 day ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.