Asia's Advertising Spending Grew 12% in 2022: These are the Biggest Contributing Segments

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Cindy Mutia Annur 03/04/2023 17:02 WIB

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The latest data from Nielsen Ad Intel shows that advertising spending in Asia grew by 12% year-on-year in 2022. The digital segment was the largest contributor.

Asia Advertising Spending by Segment (2021-2022)*

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Asia's Advertising Spending Grew 12% in 2022: These are the Biggest Contributing Segments

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Asia Advertising Spending by Segment (2021-2022)*

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Latest data from Nielsen Ad Intel shows that advertising spending in Asia reached US$54.1 billion or Rp811.01 trillion (Rp14,991/US$) in 2022, a 12% year-on-year (YoY) increase. This figure includes advertising spending in Thailand, Indonesia, Singapore, Malaysia, the Philippines, South Korea, and Taiwan.

Television advertising spending still dominated, reaching US$36.3 billion in 2022. This was followed by digital advertising spending at US$9.2 billion and radio at US$4.1 billion.

Nielsen Asia President (Commercial), Arnaud Frade, stated that advertising spending in 2022 was driven by digital advertising, which grew by 64% from 2021. This was followed by out-of-home advertising, which grew by 19%, and television advertising, which grew by 6%.

“With the return of audiences to cinemas, cinema advertising also recovered, growing by 131% (YoY),” said Frade, as quoted from a press release on Friday (31/3/2023).

On the other hand, Frade said that advertising spending in the radio segment declined the most, reaching 8% year-on-year. Print advertising spending contracted by 0.11% (YoY).

By country, Singapore led the increase in advertising spending with 10.17% YoY growth in 2022. Thailand and Malaysia followed with growth of 9.12% and 8.05%, respectively. Indonesia recorded 5.02% year-on-year growth.

Frade stated that the increase in advertising spending in Asia in 2022 shows that marketers support advertising as the best and most cost-effective way to connect brands with consumers and keep them engaged.

“What these figures also show is that marketers need to be smarter in investing their advertising money, leveraging the best data to gain a competitive edge and maximize their ROI (Return on Investment),” said Frade.

For information, Nielsen Ad Intel is a data source owned by the Nielsen research agency regarding local, national, and international advertising expenditure, enabling advertisers, agencies, publishers, and advertising platforms to monitor advertising activity on television, digital, audio, search, social, print, out-of-home, and cinema.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Asia's Advertising Spending Grew 12% in 2022: These are the Biggest Contributing Segments

Asia's Advertising Spending Grew 12% in 2022: These are the Biggest Contributing Segments

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