The Hindu Business Line : `Asia-Pacific adspends up 21 pc'

A STUDY by Nielsen Media Research across 12 countries in the Asia-Pacific region has shown advertising spends to have risen 21 per cent to $59,780 million. And that's excluding Taiwan, where Nielsen's advertising data wasn't established until late 2003.

Figures made available by TAM Media Research, which is a joint venture between Nielsen Media Research and IMRB, show that advertising spends in China were $31,570 million, accounting for over half the total spending in the area.

That figure was 12 times India's, which was at $2,626 million (Rs 11,000 crore). India accounted for four per cent of the pie.

Hong Kong, South Korea (accounting for seven per cent each) and Australia (six per cent) had higher spends than India.

Indonesia's advertising spends were $2,338 million, roughly the same as Indian spends but the former's growth was 32 per cent while India's was 13 per cent.

Also, unlike India, where print and television are neck-to-neck in budget shares, the Asia-Pacific region as a whole has been shown in the study to be television-heavy, with free-to-air television getting two-thirds of the spends.

Newspapers (with 28 per cent) and magazines (six per cent) accounted for the rest.

South Korea was the only country to turn in a negative growth figure ( - eight per cent).

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