TV on downward trend

Hong Kong - Ad spending on the pay TV sector dropped 3% to $4.5 billion in 2007 and terrestrial TV increased only 2% to $15.8 billion, according to Nielsen Media Research.

Helen Pemberton, director Nielsen Media Research, observed that despite an improved economy in Hong Kong in 2007, the ad market only grew 6% compared to 2006.

Year-on-year ad spend for 2006 was 8%.

"Competition in newspapers and TV was extremely keen, with the introduction of additional free newspapers and pay-TV, which may have impacted media buyers' planning and advertising receipts for the respective mediums", she added.

The study reported that transport and out-of-home digital have become a more attractive media platform for advertisers, with ad spend for MTR rose by 13% due to the new formats introduced by the company last year.

While HSBC continued to be the top ad spender in 2007, total spending decreased by 12% at $517 million.