Tuesday April 10, 2012

Mainstream media adex in South-East Asia grows

PETALING JAYA: Advertising spending in South-East Asia recorded healthy growth across mainstream media in 2011, up 8% in the fourth quarter (Q4) of 2011 versus Q4 2010, and up 13% overall for the year versus 2010, according to global information and insights company Nielsen.

Nielsen's South-East Asia Quarterly Advertising Index revealed that total advertising expenditure (adex) across the region exceeded US$19bil in 2011, despite a lighter Q4 performance and a slowdown in adex felt by the Philippines and Thailand in closing the quarter.

Indonesia, which accounts for the largest proportion of South-East Asia's adex, experienced the most notable increase in advertising dollars spent in Q4, up 27% compared to a year earlier and up 21% for 2011 as a whole.

StarBiz earlier reported that adex in Malaysia grew 11.9% to RM10.76bil in 2011, with year-on-year growth slowing to 8.3% in Q4.

For South-East Asia, TV, which made up 67% of main-media-advertising dollars, grew 14% in the 12 months ending December 2011, and delivered an 8% uplift in Q4 2011 versus the same quarter a year ago.

“It has been a challenging quarter for some countries in South-East Asia, with natural disasters and economic concerns impacting both business and consumer confidence levels,” said Erica Boyd, Nielsen's APMEA (Asia-Pacific, Middle East and Africa) region managing director of advertising solutions.

“Despite the turmoil, however, advertising expenditure has remained buoyant overall as marketers seek out opportunities to increase their brands' share of voice and maintain engagement with consumers.”

Meanwhile, Bloomberg reported that advertisers worldwide increased spending 6.2% in Q4 compared with a year earlier, quoting Nielsen Holdings NV.

Worldwide spending rose to US$131bil, while US advertising fell 0.2% to US$31bil, said New York-based Nielsen in its Global AdView Pulse report. The report said the global advertising industry continued to record gains after climbing out of recession in 2010. The Q4 advances contributed to a full-year increase worldwide of 7.3% to US$498bil, Nielsen said.

Annual adex rose 11% to US$20bil for the region comprising the Middle East and Africa, and 12% to US$213bil in the Asia Pacific. There was a 0.4% decline in Europe, to US$70bil, according to the report. Latin America had 12% growth, to US$80bil.

Nielsen found that “all traditional media types” attracted more ad spending in 2011, led by a 10% gain to US$324bil for television. That medium also commanded the largest portion of the global ad market, 65%. Internet ad spending advanced 24%, Nielsen said.

Ad spending in clothing and retail increased the most, at 18% last year, according to the report.

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