Taiwan adspend slumps 6.6 per cent

TAIPEI - Taiwan adspend dropped 6.6 per cent to NT$42.4 billion last year, the fourth consecutive annual decline since Nielsen began measuring the data in 2004.

by Glenn Smith | 01/22/2009

If not for two national elections that brought a flurry of political advertising, the year’s results would have been considerably lower.

Among top 10 categories, electronics (NT$2.4 billion) and food (NT$2.0 billion) enjoyed single-digit growth, while real estate (NT$6.2 billion), transportation (NT$2.9 billion), finance (NT$2.5 billion) and cosmetics (NT$2.4 billion) suffered declines in the low double-digits.

For traditional media, terrestrial TV was the star performer. New dramas, variety shows and the Olympics helped local stations to increase advertising by 8.7 per cent to NT$4.5 billion.

Newspaper adspend dropped 18.9 per cent to NT$11 billion, while magazines slid 6.1 percent to NT$6 billion. Cable TV dropped two per cent to NT$13.6 billion.

Radio totalled NT$3.8 billion and OOH NT$3.3 billion. Neither saw any growth last year.

Taiwan adspend slumps 6.6 per cent

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