Hong Kong tops ad spend throughout Asia

Hong Kong - Hong Kong has the highest ad spend per capita throughout the Asia Pacific region at US$820 (HK$6,383) followed by New Zealand and Singapore, according to a study jointly published by ACNielsen and Nielsen Media Research.

The report reviewed three years of media ad spending trends, consumption and marketing insights as well as statistical information across Asia Pacific for media agencies, owners, advertisers and marketers.

"Our combined research resources bring together the first regional and market review of changing consumer lifestyles, attitudes and purchasing behaviour, together with insights into advertising, emerging radio audience markets and consumer trends across key markets in the region," Lisa Lee, senior vice president, international communications for The Nielsen Company, said.

Key findings from the study reveal the ad market for main media including TV, newspapers and magazines have enjoyed a buoyant double-digit growth year on year with 2006's total ad spend in Asia Pacific increased 15 percent over that of 2005.

TV is the most advertised medium in Asia Pacific and particularly in China.

The recent baby boom in China is also reflected in its retail trends with diapers registering the highest growth at 72 percent under the non-food categories while yogurt drink has the strongest growth at 55 percent followed by infant milk formula at 51 percent and ready to drink teas at 35 percent for the food category.

Despite a robust economy, value growth for Hong Kong's FMCG market is mild although discretionary items such as snacks and beverage categories continue to outperform other categories while packaged food and household products suffered from decreased off-take.