The jump was due in part to continued strong growth in China, where spend soared 32 per cent to $3.3 billion.
The figures bode well for the region, especially as China looks poised to post another year of robust economic expansion.
A spokesman for Nielsen Media Research said: "Categories such as shampoos and conditioners, skin care products and air conditioners will contribute substantial numbers for the second and third quarters."
He added that the World Cup soccer finals, the broadcast rights of which has been won by national broadcaster China Central Television, would give added impetus to China's 2002 growth rate.
Hong Kong, Singapore and Thailand each grew eight per cent to $937 million, $203 million and $304 million respectively. Hong Kong was helped higher by a rebound in the residential market, while Singapore rose on the back of new television channels and print publications fighting against the established players.
Thailand climbed higher because of the ongoing mobile telecom war, which is likely to become more intense when Hutchison joins the battle against AIS, DTAC and Orange.
The Philipines was the only Asian market to post a decline, down three per cent to $273 million. The fall was due to major telecom and fast moving consumer goods advertisers significantly cutting back on spending amid uncertainty over the near term. Telecom operators Globe and PLDT slashed their print placements by between 23 and 59 per cent. Nestle shaved 28 per cent from its budget while Unilever cut 22 per cent.
Media agencies, however, cautioned that the regional adspend figures were not likely to be as high as they were being reported because ACNielsen could not take discounts into account.
ASIA-PACIFIC ADSPEND (JAN-MAR, USDOLLARS 000s)
2002 Q1 2001 Q1 YOY
Change
China 3,262,895 2,476,165 32%
Korea 1,168,250 999,282 17%
Hong Kong 936,959 869,614 8%
Australia 745,305 721,883 3%
Thailand 304,067 280,433 8%
Philippines 273,357 280,988 -3%
Indonesia 221,263 165,523 34%
Singapore 202,826 187,209 8%
Malaysia 194,425 182,212 7%
New Zealand 173,413 161,878 7%
Source: Nielsen Media Research
