SEA ad spend sees 13 per cent annual growth in 2011: Nielsen

Nielsen’s Southeast Asia Quarterly Advertising Index revealed that total advertising spend
across the region exceeded US$19 billion last year, despite a lighter quarter four performance and a slowdown in spending in the Philippines and Thailand at the quarter's close.

The survey covers main media including TV, newspaper and magazines, in Indonesia, the Philippines, Malaysia, Thailand and Singapore. TV makes up 67 per cent of main media advertising dollars, having increased 14 per cent in the 12 months ending December 2011.

Indonesia accounts for the largest proportion of Southeast Asia’s ad spend, seeing the most significant increase in advertising dollars spent in quarter four, up 27 per cent compared to a year ago. On a yearly basis, it grew 21 per cent last year, versus 2010.

Erica Boyd, APMEA region managing director of advertising solutions at Nielsen, noted that the fourth quarter of last year was a challenging one for some countries in Southeast Asia, with natural disasters and economic concerns impacting both business and consumer confidence levels.

“Despite the turmoil, however, advertising expenditure has remained buoyant overall as marketers seek out opportunities to increase their brands’ share of voice and maintain engagement with consumers,” said Boyd.