HK ad spending rises 12% to HK$5.6bn in early 2026

Hong Kong’s ad spending reached HK$5.6 billion in January and February 2026, marking a notable 12% year-on-year increase and extending the upward momentum observed since the fourth quarter of 2025, according to admanGo.

Despite ongoing external uncertainties weighing on the pace of consumer confidence recovery, advertisers have adapted to structural shifts in local consumption patterns by strategically allocating resources in response to evolving market conditions.

During peak festive seasons, promotional efforts intensify, while in quieter periods, advertisers implement cost management measures and flexibly reallocate resources to maintain brand competitiveness across different economic environments.

Supported by a strong festive atmosphere at the start of the year and the absence of major external disruptions, consumer confidence has shown signs of stabilisation—reinforcing advertisers’ confidence in launching promotional campaigns. Data shows that among the top 10 industries, more than half recorded double-digit year-on-year growth, suggesting the overall advertising market is gradually regaining stability.

In terms of media channels, social media ranked first in ad spending for the January–February 2026 period. Within this category, ad spending on Instagram and Facebook rose by 39% and 30% year-on-year, respectively. Television, mobile, and search engine marketing (SEM) ranked second to fourth. Among traditional media, television and magazines recorded year-on-year ad spend growth, while newspapers, radio, and outdoor media saw declines.

Among the top 10 industries, nine posted positive year-on-year growth, with more than half achieving double-digit increases. Travel and tourism services led with a 40% year-on-year rise in ad spending - the highest among the top 10 - followed by banking and investment services, which recorded a significant 32% increase. Cosmetics and skincare also saw notable growth. In contrast, the restaurant sector experienced a sharp 29% decline during the first two months of 2026.

Among the top 10 advertiser groups, HSBC Group ranked first with a 38% year-on-year increase, while Hang Seng Bank (third) and Standard Chartered (sixth) posted year-on-year growth of 74% and 61%, respectively - reflecting proactive promotional strategies by banking groups during the period.

The Great China Entertainment Group, which operates in the travel sector, recorded a remarkable 3883% YOY increase, primarily driven by promotional efforts for the AIA The Great European Carnival. Meanwhile, Booking Holdings (ranked ninth) also recorded a 24% YOY increase in adspend during the period.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Is Hong Kong's ad industry betting on a 2026 rebound?
Survey: HK ad spend reaches HK$7.45bn in Q2 2024