It's official: Asia is on the road to recovery

Strong signals that the region is well on its way to economic recovery have been further boosted by results of the 1999 adex review for the Thai and Singapore markets. According to figures supplied by the Advertising Association of Thailand and ACNielsen, both Thailand and the Lion City rebounded in 1999 from negative growth the previous year. Thailand saw its annual advertising spend soar by nine per cent, while Singapore saw a more modest increase of nearly three per cent. However, in Singapore, adex growth was recorded only in the final quarter of 1999 - the first three quarters of the year saw slumps of 5.3 per cent, 5.1 per cent and one per cent respectively. A large part of the increased advertising activity in Singapore came from dotcom companies rushing to establish themselves and gain market share. According to analysis by Optimum Media Direction, most of the spend by these dotcom newcomers went into television and print. In Thailand, meanwhile, cinema (up 48 per cent), radio (+21 per cent) and press (+39 per cent) were the biggest winners in the media share battle, as advertisers looked to find cheaper alternatives to TV, which grew just three per cent.

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