As Asia's economies recover, so is advertising spending in
In its AdEx International study, ACNielsen Media
International found gross ad-spending increases in 11 of the 12 markets it measured. The
study based ad spending on published rates, and didn't factor in discounts.
The greatest increase in percentage terms was in Indonesia,
where advertising spending rose by almost a third in the first six months of the year,
compared with the same period in 1998. TV ad spending was one of the leading drivers of
the expansion, and increased 29 percent in Indonesia to $365 million.
"People are more optimistic and looking at doing
deeper deals," said MTV Asia vice president of ad sales Dick Soule of the region a
whole. "There's a sentiment that things have turned around. We're very bullish on
MTV Asia is seeing particular strength from beer, film and
consumer-goods marketers, he added.
In a recovering South Korea, spending on TV ads rose by 24
percent between January and June, compared with the same period a year ago, to $614
In Thailand, TV-ad spending rose 18 percent to $335
In China, Asia's biggest advertising market behind Japan,
TV ad spending was up 8 percent to nearly $2 billion. However, the growth rate of overall
ad spending in China slowed to 3 percent, from 17 percent in the first half of 1998.
Singapore was the only country surveyed in the AdEx study
that posted a negative first half, with advertising spending down 7 percent to $320