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- The Marketing & Communications Newspaper for Asia-Pacific
| Asia Pacific • Greater China • North Asia • Southeast Asia • India & Subcontinent • Australia & New Zealand |
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Rese
Mixed outlook for regional adspend in 2009
by Asiya Bakht 22-Apr-09, 11:45
ASIA-PACIFIC - ZenithOptimedia has predicted that Asia-Pacific will witness a 3.4 per cent drop in ad expenditure in 2009 as the effects of the global economic downturn continue.
However, the impact will be less significant than in Western Europe (-6.7 per cent) and North America (-8.7 per cent). In addition, a faster recovery is expected for the region with a 2.7 per cent growth predicted in 2010, versus 1.1 per cent growth for Western Europe and a 1.5 per cent decline for North America across the same period.
The agency had last week revised its predictions for 2009 spending. The media group is now predicting that the global advertising market will decline 6.7 per cent, down from the 0.2 per cent drop predicted in December.
Several markets including China, India and Indonesia are still growing, albeit rather less rapidly than in recent years. This growth however has been counterbalanced by sharp falls elsewhere.
In line with the global trend the internet is one medium that agency expects to show higher ad expenditure in 2009 in Asia-Pacific with a growth figure of 13.8 per cent.
Greater accountability and innovation in formats are key drivers here. Investment in this medium in Asia-Pacific continues to increase at a faster rate than the global rate of 8.6 per cent, which has slowed from +21.3 per cent last year in part due to less investment from key sectors such as autos, IT and real estate.
Growth in this medium is forecast across all Asia-Pacific markets with the exception of Singapore. As with elsewhere, search is becoming increasingly important as consumers considering a purchase search more for the very best deals.
In terms of other mediums Television (-2.5 per cent), Radio (-1.3 per cent) and Outdoor (-2.3 per cent) look set to be least effected in the region. Given advertiser’s familiarity with TV and its proven effectiveness China, India, Indonesia, New Zealand, Philippines and Thailand are all forecast to see increased investment year-on-year, albeit only marginally in certain markets.
The outlook for TV in 2010 is more positive with +3.5 per cent growth across the region contributing to a +2.7 per cent increase in all ad expenditure. This compares favoUrably with North America where TV is predicted to grow by 1.4 per cent in 2010 and Western Europe where a 0.7 per cent increase is forecasted for the same period.
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