Fri, 05-Dec-2008
Retail surpasses telecoms, overall adspend declines - Nielsen
Published: Aug 31, 2005
Singapore - The retail sector increased its ad spending by 7% to $56.6 million in the first half of this year, overtaking the telecommunications sector to rank second according to figures released by Nielsen Media Research (NMR) on local advertising expenditure based on published rates. “The economy grew by four percent over the same period last year, consumer sentiment in general has improved and this optimistic outlook has brought on more aggressive advertising in sectors such as Retail, Automotive and Real Estate,” said Rebecca Tan, Executive Director, NMR Singapore, in a statement. “Harvey Norman, Courts and NTUC Fairprice have all intensified their advertising this year, taking the top five spots in the top 10 brands list.” Despite the introduction of the 3G service early this year, advertising spending on promoting the new business did not sustain as some would expect, as seen in Telecommunications ad spend slipping 10% this year. While M1, StarHub and SingTel all remained in the top 10 advertisers’ list, M1 was the only player maintaining its spending with a 3% increase, while both StarHub (-27%) and SingTel (-28%) cut back. Overall, the report noted that Singapore’s gross advertising expenditure declined by 8%, down to $891 million compared to the same period in 2004 -- specifically, TV adspend decreased 18% -- a fact that Tan attributed to the “sharp drop in TV advertising resulting from the cessation of MediaWorks and closure of Channel i”. “Additionally, cross-advertising -- a feature of the days of competition -- has also ceased,” she added.
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