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APAC shines amidst global ad gloom

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While ad spend has fallen in 16 out of 36 global markets, with markets such as Egypt and Greece being the hardest hit, Asia Pacific has posted the strongest regional growth year-on-year in Q2 2011, a Nielsen report said.Asia Pacific's year-on-year growth is +9.3%,  with double-digit increases registered in Indonesia (18.9%), China (14.8%), Hong Kong (13.4%) and the Philippines (12.6%). (*These figures are based mainly on published rate cards and the four major media types.)Among 36 global markets covered by the Nielsen Global AdView Pulse study, Argentina reported the highest year-on-year quarterly increase of 28.5 %.Markets which suffered double-digit declines year-on-year, aside from Egypt (-51.7%) and Greece (-13.7%) were Turkey (-12.9%), Taiwan (-11%) as well as Southern European markets such as Spain (-12.6%)."While quarterly year-on-year global ad spend grew 5.7% to total USD127 billion (mainly based on published rate cards and four major media types), there was a definite slowdown compared to the 8.9% growth rate in the first quarter of the year," Randall Beard, global head of advertiser solutions for Nielsen, said.Advertising growth closed the first half of 2011 with a +7.2 % growth over the same period in 2010.Ad spend in the Fast Moving Consumer Goods (FMCG) sector showed the lowest quarterly growth since Nielsen's Q1 2009 Pulse study of 4% globally, with declines of -3.6 %  in Europe and -3% in North America."The FMCG sector had proved to be one of the most resilient and recession-proof ad categories in recent years, but renewed concern for another global downturn and anticipated spending restraint caused advertisers to pull back in the most embattled regions of Western Europe and North America," Beard said.The decline in FMCG ad spend was particularly surprising as the Easter holiday, traditionally a key occasion for FMCG and confectionary advertising in Europe and North America, took place in late April this year, which should have pushed more ad revenue to the beginning of Q2, he added.However, clothing and accessories, which was among the worst hit recession categories in the previous recession in 2009, posted the highest quarterly year-on-year increase in Q2 (+17.9% globally), driven by hefty 27.9%  increase in Asia Pacific, with a +39.8% increase in China.In Western Europe, quarterly ad spend flat-lined with -0.3 % growth and seven out of 12 European markets reporting quarterly declines. Ad spend in the USA, the world's largest ad market and in Germany, Europe's largest economy, both reported an increase of 3.1 % in Q2.Also, while radio posted the most robust percentage increase among all traditional media in Q2 (+8.2%), in overall, television continued to dominate global advertising and increase its share of voice and spend.In the first half of 2011, television ads attracted USD65 out of every USD100 spent on advertising globally, up from USD63.70 one year ago."In the US, TV viewing increased 22 minutes per month per person over last year. So the medium remains the dominant source of video content for all demographics," Beard said.

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