Asia-Pacific adspend surges 12 per cent in '99

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

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com