Asia-Pacific adspend surges 12 per cent in '99

<p>Asia-Pacific's adspend last year jumped about 12 per cent, </p><p>according to figures from ACNielsen, confirming the region's dramatic </p><p>recovery from its worst recession in decades. </p><p><BR><BR> </p><p>Total billings came to just over US$24 billion, up from US$21.5 billion the year before. </p><p><BR><BR> </p><p>Indonesia posted the biggest leap of 40 per cent. </p><p><BR><BR> </p><p>Other top performers were Korea and Thailand; up 33 per cent and 31 per </p><p>cent respectively. </p><p><BR><BR> </p><p>All three nations were among the worst affected by the economic </p><p>turmoil. </p><p><BR><BR> </p><p>In 1998, Indonesia's advertising expenditure dropped 18 per cent, while </p><p>Korea plummeted 25 per cent and Thailand fell 24 per cent. </p><p><BR><BR> </p><p>Taiwan was last year's worst performer, with the amount of advertising </p><p>dollars spent tumbling 26 per cent. </p><p><BR><BR> </p><p>Analysts speculated the steep decline was probably due to the fact that </p><p>in 1998 it recorded a strong growth rate, despite the economic downturn, </p><p>and that the sharp drop in adspend was due to an adjustment in line with </p><p>the economic situation. </p><p><BR><BR> </p><p>They pointed to China's adspend growth slowing to 15 per cent last year </p><p>after surging 45 per cent in 1998. </p><p><BR><BR> </p><p>Hong Kong, Malaysia and the Philippines also turned in a strong </p><p>performance for last year. </p><p><BR><BR> </p><p>Adspends for those regions grew between 14 and 16 per cent. </p><p><BR><BR> </p><p>Analysts expect that the regional advertising industry will remain </p><p>robust in 2000. </p><p><BR><BR> </p><p>REGIONAL ADEX GROWTH 1999 </p><p> AdEx Growth </p><p> USdollars '000 % 99/98 % 98/97 </p><p>Australia 3,117,892 4 5 </p><p>China 6,132,808 15 45 </p><p>HK 3,043,316 14 2 </p><p>Indonesia 813,000 40 -18 </p><p>Korea 4,239,685 33 -25 </p><p>Malaysia 662,960 16 -17 </p><p>NZ 950,767 13 8 </p><p>Philippines 1,289,517 15 7 </p><p>Singapore 730,393 3 -7 </p><p>Taiwan 1,874,545 -26 19 </p><p>Thailand 1,093,347 31 -24 </p><p>Vietnam 76,000 4 0 </p><p>TOTAL 24,024,228 12 </p><p>Source: ACNielsen Media International. </p><p>All figures are based on rate cost and in gross amount </p><p>without taking into consideration of any discount. </p><p><BR><BR> </p>