The modest first-half increase -- driven largely by Kuomintang (+2,134%; NT$164 million) and Democratic Progressive Party (+2,938; NT$70 million) political advertising -- is the first advertising growth since 2004 for Taiwan's struggling advertising market.
Radio (+19%) and terrestrial TV ads (+12%) recorded significant growth, while print and outdoor advertising continued to struggle.
The FarGlory Group, a leading property developer in Taiwan, was again the top advertiser position for the period, spending NT$368 million, despite cutting its advertising budget by 6% in the first half of 2008.
Among the top 20 advertisers, the Kuomintang political party (+2,134%; NT$164 million), Jaysanlyn Real Estate & Advertising Co. (+812%; NT$255 million), and Highwealth Construction (+535%; NT$188 million) recorded the largest percentage increases during the first half.
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