However, agencies believe the drop is sharper than that shown by
Rainmaker because discounts, which have been particularly deep in this
economic downturn, have not been accounted for. "These (rate card)
numbers are actually too optimistic,
said Raymond So, Asia-Pacific
chairman of BBDO.
"Taiwan's economy was bad in 2001,
he said, adding: "TV and newspapers offered all kinds of discounted packages for advertisers. More and more, they were going directly to the client."
Saatchi & Saatchi Taiwan chief executive officer, Neil Hardwick, added: "Everyone has seen a significant reduction in spending across all media."
Newspapers were the hardest hit, plummeting 34 per cent to NT$20.6 billion, followed by radio, while cable TV fell nine per cent to $16.1 billion.
