The YOY decline in local adspend in August narrowed at 10% while free papers saw a growth in adspend again. Still, a drop for eight consecutive months since the beginning of 2016 has been recorded, according to admanGO's latest report.After a decline for two consecutive months, the adspend in free papers rebounded with a 5% YOY growth in August. While majority of the top 10 industries recorded a YOY drop in adspend, half of the top 10 industries increased adspend in free papers.Its top player, the industry Banking & Investment Services industry, grew its spending in free papers by 5% despite a 12% YOY drop in total adspend, while Pharmaceuticals & Healthcare and Toiltries & Household also significantly increased the adspend in free papers by 27% and 25% although they had recorded a 7% and 8% YOY drop in adspend respectively.All other media except free media saw a YOY decrease in adspend. The 33% YOY drop in adspend in magazines was the biggest decrease among all media, and paid papers followed with a 21% YOY decline.A mild 2% YOY decrease in adspend in outdoor media was recorded, with MTR ads accounting for the largest share of outdoor media spending even though registered a 4% YOY drop in adspend.On the other hand, Newsline Express and bus body saw a good adspend increase with 42% and 19% YOY growth respectively, driving up by Toiletries & Household (+39% YOY adspend in Newsline Express) and Jewellery, Watches & Luxury Products.The Rio 2016 Olympics held in August did not bring an adspend boom in TVC, but the promotion of mooncake for the Mid-Autumn Festival contributed to sustaining similar adspend.Proctor & Gamble remained as the top advertiser group in adspend, and GSK made made the greatest jump from the 34th to the 4th among the top 10 advertising groups, with a 139% growth in adspend. The growth was boosted by Panadol with a tenfold in adspend against the previous year, and the advertising of Stiefel Laboratories.
Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window