Hong Kong ad spend sees 6% decline in Q2 2025

Hong Kong's ad spending has reached HK$8.32 billion in Q2 2025, a 6% YOY decline due to global economic slowdown, shifts in consumer behaviour and uncertainties surrounding US tariff policies, according to admanGo.

While overall ad spend recorded a year-on-year drop, the downward trend has eased with the decline narrowing from 8% in April and May to 3% in June. Monthly ad spend also showed a positive trajectory, rising from HK$2.65 billion in April to HK$2.82 billion in May and HK$2.85 billion in June, said the survey. 

As the industry adapts to changing consumption patterns, a series of large-scale summer events is expected to boost consumer sentiment and support market momentum, creating favourable conditions for promotional activities across sectors.

Social media ad spend however recorded a 10% increase, while mobile and desktop saw yearly declines. Among traditional media, both TV and outdoor recorded growth, but newspaper saw a decline. Search engine marketing ranked fourth in ad spend share, accounting for 12% of the total market, followed by social media, mobile and TV.

Looking into various sectors in Hong Kong, banking and investment services ranked first in ad spending, recording a 2% YOY increase in Q2 2025. Among the top 10 advertiser groups, HSBC ranked third with ad spending growing 49% YOY, while Standard Chartered also recorded a 21% YOY increase.

Ad spending on health and beauty food rose 8% YOY in Q2 2025, marking the highest growth among the top 10 industries, climbing from  the 11th place last year to ninth this year. Meanwhile, Vita Green Health Products ranked first with ad spending growing 12% YOY, while Haleon recorded a 64% YOY increase, mainly used to promote its health and beauty food brand, Centrum. 

Ranking eighth and 10th among the top 10 industries in ad spending are beverage and electrical appliances, recorded YOY growth of 6% and 2% respectively. Meanwhile, pharmaceuticals and healthcare and travel saw YOY declines of 3% and 5% respectively. 

In fact, the total ad spending in Hong Kong has been seeing a decline since early this year, with its value reaching HK$5 billion in Jan–Feb 2025, marking an 8% YOY decline. While Hong Kong’s economy continued its moderate growth from 2024, challenges remain.

Although local business activities have not yet been fully impacted by US tariffs, the related measures have made advertisers more cautious in allocating resources. Ad spending across industries also fluctuated due to adjustments for the Lunar New Year, with varying degrees of change by sector.

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