The economic decline has affected most parts of the world, but some have been hit harder than others. One region that seems to be holding its own is Asia Pacific (APAC). Although consumer confidence in APAC has declined in recent months, those declines have generally not been as steep as in Europe or North America. Eight of the twelve markets for which Nielsen tracks ad spending posted growth in 2008 over 2007. That said, most of the markets were registering declines by the fourth quarter.
Main media, defined by Nielsen as free to air TV, newspapers and magazines, increased 13 percent in 2008, while all other media (radio, outdoor, pay TV, cinema and other) posted an 8 percent increase for the year.
In 2008, three markets recorded declines in ad spend versus 2007, while another posted no growth:
- Taiwan (-11%)
- South Korea (-8%)
- Thailand (-4%)
- New Zealand (0%)
Meanwhile, five countries showed solid double-digit growth:
- India (29%)
- Indonesia (19%)
- China (17%)
- Malaysia (12%)
- Philippines (11%)
Other key findings from Nielsen’s research:
- A total of US$115.2 billion was spent on advertising in the twelve markets monitored.
- A total of US$108.4 billion was spent on “Main Media” advertising, with television comprising 70 percent of expenditures.
- Television ad spend grew 15 percent. Only three countries recorded declines in TV ad spend, while five countries posted solid double-digit growth in this category.
- Although Americans are being deluged with stories of newspapers closing, cutting back and filing for bankruptcy, the medium recorded 9 percent growth, with declines in four countries.
- Magazine ad spends, while still comparatively small, increased 10 percent, with India leading the way.
- Radio dominated “all other media” with a 47 percent share of spend and a 12 percent increase for the year.
Over the next few days, Nielsen Wire will dig deeper into the numbers for Australia and New Zealand, East Asia, Southeast Asia and India.