Spend in China is expected to grow by 13.2 per cent, to US$47 billion, in 2009, a fall from its Olympic year growth rate of 19.7 per cent.
However, China will drive two-thirds of Asia-Pacific’s 8.8 per cent growth overall this year.
Japan’s ad market remains relatively flat, up by 1.5 per cent to $46.5 billion, and loses its status as the world’s second largest ad economy to China. India’s growth rate is rising sharply, although from a small base. Ad spend is expected to grow by 21.2 per cent in 2009, to $6.4 billion, with newspapers proving the strongest medium.
Southeast Asia’s largest economy, Indonesia, is showing a similar growth pattern to India.
Next year, ad spend is expected to rise by 22.3 per cent to $3.4 billion, but with TV spend the major driver.
But in Vietnam, a market Aegis has yet to enter, there are signs that the market is growing too quickly. Patrick Stahle, the CEO of Aegis Media Asia-Pacific, said:
“When a country experiences rapid growth without the infrastructure to support it, there is a danger of the market overheating. There are signs of this happening in Vietnam.” By medium, Asia promises robust growth in online, with internet advertising expected to rise to $12.9 billion in 2009. However, online growth in Asia is slowing down, and at a faster rate than in other parts of the world.
While growing at a rate of 33 per cent in 2006, the rate of growth in Asian online advertising will half, to 16 per cent, in 2009.
Only the US will see slower growth, to 15 per cent, while online advertising in Latin America, Central and Eastern Europe and Western Europe is growing faster (23 per cent), and from a larger base ($14.87 billion).
Growth in online advertising in India and China is rocketing, at 60 per cent and 42 per cent, respectively.
