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Ad Spend Increases for Asia and US
TNS Media Intelligence is forecasting a 5.4% increase in US advertising spend this year, well up on the estimated 3% in 2005. Meanwhile in Asia Pacific, Nielsen Media Research reports that ad spending grew by 14% last year, with the market in China surging by 21%.
TNS
TNS predicts that US ad spend will reach $152.3 billion in 2006, with 5% growth in the first half of the year and 5.7% in the last six months. The increase will be driven by the Winter Olympics, mid-term elections, and steady economic growth.
According to the forecast, all categories of media will benefit from an increased ad spend, with Hispanic network TV (10.4% predicted growth), the Internet (9.1%) and cable network TV (8.4%) showing the strongest gains. At the other end of the scale are newspapers (4.3%), radio (3.6%), and business-to-business magazines (1%).
The company is online at www.tns-mi.com
Nielsen Media Research
In the year to September 2005, Nielsen measured an ad spend of $66.6 billion across 12 Asia Pacific countries (Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, South Korea, Taiwan and Thailand). This equates to a rise of 14%, compared with the previous year.
China saw ad spend grow 21% to $37 billion, and now sits just behind Japan as the third biggest advertising economy in the world. China's main media advertising spending accounted for more than half (56%) of the total for the countries measured, followed by Australia (8%), marginally ahead of South Korea and Hong Kong (7%).
Ads for 'Professional Services' topped the spending chart in China, followed by 'Tonic and Vitamins' and 'Shampoo and Hair Care'. There was also a growing trend for credit card, whisky and luggage ads.
Australia, the Philippines, and India also saw strong growth over the year, while South Korea, Taiwan and Singapore registered small declines.
Nielsen Media's web site is at www.nielsenmedia.com
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