Spend reached NT$45 billion (US$1.3 billion) compared to $48 billion one year earlier.
Of Taiwan’s top 20 advertisers, 15 reduced spending, with locals Uni-President (-34 pe rcent), China Motor Corp (-33 per cent) and Far Eastone Telecommunications (-31 per cent) leading the stampede.
Of Taiwan’s top 20 advertisers, 15 reduced spending, with locals Uni-President (-34 pe rcent), China Motor Corp (-33 per cent) and Far Eastone Telecommunications (-31 per cent) leading the stampede.
Bucking the downturn were electronics retailers, E Life Mall (+73 per cent) and Tsannkuen Transnational Group (+71 per cent), neither of which were top 20 advertisers until last year.
Magazines saw adspend increase - although a mere 1.3 per cent - while adspend dropped 0.7 per cent for terrestrial TV, 5.8 per cent for cable TV, 7.5 per cent for newspapers, 4.9 per cent for radio and 8.2 per cent for outdoor.
Four of the top 10 product categories - personal computers, construction, finance and cosmetics - saw increases, while the others declined.
“Locals companies are cutting back, which is unusual given their investment over the years,” said Nielsen Media Research executive director Tina Teng. “In 2006, it was MNCs. Last year it was locals.”
