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Free newspaper adspend rebounds 5% in August

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.

september adspend

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.


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