Staff Reporters
Oct 12, 2010

Asia-Pacific adspend continues growth momentum: Nielsen

ASIA PACIFIC - Latest research from Nielsen Media Asia-Pacific shows that by the close of the second quarter of 2010 with advertising activity across main media outlets were experiencing double-digit growth year on year.

Asia growth booms lifting ad spend up by 15 per cent in Q2
Asia growth booms lifting ad spend up by 15 per cent in Q2

Richard Basil-Jones, managing director, Nielsen Media Asia Pacific said that the Q2 ad spend showed a robust 15 per cent lift over Q2 2009, and a 17 per cent lift in the first half of 2010 over the same period the previous year. "However, of greater significance was the fact that compared to the first half of 2009 which saw a minimal three per cent lift over 2008, the first half of this year recorded an impressive 20 per cent increase over the pre global financial crisis period of 2008."

Basil-Jones added: “As booming Asian markets offset escalating European concerns, marketers across 12 Asia Pacific countries have reversed the last vestiges of advertising cutbacks that had severely impacted several key markets throughout 2009."

The 2010 Q2 data compared to Q2 2009 shows:

  • Adspend in main media (TV, newspapers and magazines) across the region lifted to US$36.5 billion, an overall increase of 15 per cent
  • Confirmation of a strong advertising recovery as all 12 markets across the region record third consecutive quarter of growth.
  • Double digit ad spend growth across 11 markets drove overall growth in Q2 2010; led by India, Indonesia, Hong Kong, Malaysia, South Korea and Taiwan

The data for the half year to June 2010 compared to the same period in 2009 shows:

  • Double digit growth across 11 markets as overall ad spending increased 17 per cent over 2009, to an estimated US$67.69 billion.
  • With seven markets recording above the average 17 per cent increases in the first half of 2010, China’s share of market dipped marginally to 65 per cent of main media spending.

The data for the 12 months to June 2010 compared to the previous year shows:

  • Overall ad spend for the 12 months to June showed a YOY increase of 16 per cent, reaching an estimated US$137.17 billion.
  • YOY increases were evident across all 12 Asia Pacific markets.
  • Double-digit increases recorded across seven markets, led by India (+28 per cent) and Indonesia (+31 per cent)
  • Although television was the primary driver of growth (+16 per cent), both newspapers (+17 per cent) and magazines (+9 per cent) saw strong increases YOY.

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