Total ad spend across the region exceeded US$19 billion in 2011 despite a lighter 4th quarter performance and a slowdown in spend felt in the Philippines and Thailand.
Indonesia accounts for the largest proportion of Southeast Asia’s ad spend showed the most notable increase in advertising dollars with a spend in the 4th quarter increasing by 27%. Overall ad spend was up 21% in 2011 compared to 2010. This compares favourably with a global growth of 8% based on January to September 2011 figures.
Don’t write off TV yet. It still makes up 67% of main media ad spend in this region and it grew by 14% in the 12 months ending in December 2011.