Indonesia tops #1 on APAC Ad Charts [Report]

According to new data from the research firm Nielsen, adspend in Indonesia is significantly growing with the annual growth reaching 24% surpassing Philippines and Singapore which were the second and third best performers on the survey, recording up 15% and 10% respectively.

The ad market in the Asia-Pacific is still enjoying rapid growth where the expenditure across the region was recorded a 16% higher in 3Q 2011 than in the same period last year, along with around a $5bn figure spent over the three-month period. When compared to the volatility in the European region and the US, advertisers in the Asian markets have enjoyed relatively benign business conditions over the recent months.

Ad expenditures were up 3% from 2Q 2011 across the region with marketers and brand owners increasing their budgets well ahead of this festive season. Taking the mediums, TV recorded an increase of 17% on the year whilst newspaper spend was flat. In Indonesia, specifically, adspend levels on TV were up 25% year-on-year and newspapers enjoyed a 22% shift.

Commenting on this, a Managing Director at Nielsen Asia-Pacific, David Webb, stated “Strong advertising growth in Southeast Asia over the past year underlines the region’s resilience amidst global economic uncertainty and increasing spend in markets such as Indonesia and the Philippines echoes sentiment within the region that local economies are still thriving and capable of withstanding external shocks.”

“Whilst marketers throughout the region grapple with the challenge of spreading advertising budgets across a growing number of media platforms, television continues to demonstrate its un-matched 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.

The report also had data findings towards the categories where the hair-care brands, telecommunications and government were the three most-lucrative product categories, along with Unilever having to be the biggest single advertiser in the region.

Elsewhere in the report, it also noted that due to consumers viewing ads on an ever-expanding range of devices, there is a continued trend towards media fragmentation and this s reshaping the region’s TV services, with deep implications for the ad industry.

Data sourced from Nielsen; additional content by MP Staff