South east Asia advertising spend hits US$5bn In Q3, driven by media

Louise Duffy ©RapidTVNews | 20-12-2011

Advertising spend in south east Asia recorded a healthy growth across mainstream media, exceeding US$5bn (RM12.76bn) in the third quarter of 2011, according to the findings of Nielsen Southeast Asia Quarterly Advertising Index. Nielsen Asia Pacific/Middle East/Africa region advertising solutions managing director David Webb said strong advertising growth in south east Asia over the past year underlined the region's resilience amid global economic uncertainty.
"The growth in advertising spend coupled with strong consumer confidence within the region are promising signs for south east Asia," he said in a statement Tuesday.
The advertising index also revealed that Indonesia experienced the most notable increase in advertising dollars spent in the third quarter followed by the Philippines and Singapore.
Growth in advertising spend across the main media was driven largely by television and newspapers, while hair care, telecommunications and government department categories led as the major sectors contributor.
Unilever topped the list of the region's highest spending advertisers during the third quarter, the statement said.
"Television continues to demonstrate its unmatched ability to reach the masses and technological developments such as HDTV, IPTV, TV on-demand and time-shifted viewing are all contributing to the ongoing appeal of television," Webb added.