Advertising spend across Thailand, Indonesia, Singapore, Malaysia, Philippines, South Korea and Taiwan jumped by 12% to almost US$55 billion in 2022, according to Nielsen Ad Intel.
The rise was spearheaded by digital advertising, which grew by 64% from 2021, followed by outdoor at 19% and TV at 6%. As crowds returned to the movies, cinema advertising also rebounded, growing by 131%, while radio dropped 8%.
Nielsen Asia president (commercial), Arnaud Frade said: “These Ad Intel numbers for 2022 show marketers backing advertising as the best, most cost-effective way to connect brands with customers and keep them engaged. What they also demonstrate is that marketers need to be more savvy than ever about how they invest those ad dollars, utilising the very best data, in order to get an edge on their competition and maximise their ROI.”
Singapore led the year-on-year increase with growth of 10.17%. Thailand (9.12%) and Malaysia (8.05%) followed closely.
Indonesia
US $19.2 billion
+5.02% from 2021
Online shopping and gaming led ad spend in Indonesia, which reached $19.2* billion for the year - a 5.02% increase from 2021, with TV, internet, and print media leading the way. Unilever, Mayora, and Valorant were the top three spenders.
*The number is based on a gross rate card which excludes discounts and bonuses.
Philippines
US $18.8 billion
+3.87% from 2021
Philippines' ad spend reached $18.8 billion in 2022, up 3.87%*. The personal care and hygiene industry, led by Procter & Gamble and Unilever Philippines dominated the list of top spenders.
*Doesn’t include digital media (Digital starting monitor in 2022)
South Korea
US $8.7 billion
+5.54% from 2021
South Korea's ad spend rose to $8.7 billion in 2022, up by 5.54%. The biggest spenders were tech companies, with Samsung leading the list, followed by LG Electronics and KT Corporation. HiteJinro was the only non-tech company in the top five advertisers.
Thailand
US $3.6 billion
+9.12% from 2021
Thailand's ad spend increased by 9.12% in 2022 with FMCG companies topping the list. Unilever, Procter & Gamble, and Nestle were the biggest spenders, helping Thailand’s ad spend grow to $3.6 billion for the year. TV and digital media were the most utilised ad channels, with outdoor and cinema also seeing significant growth.
Singapore
US $1.6 billion
+10.17% from 2021
Singapore’s ad spend reached $1.6 billion in 2022 - an increase of 10.17%. The highest spend came from social, followed by TV and outdoor. The list of top spenders was dominated by e-commerce and retail brands, with Lazada, NTUC FairPrice, and Amazon leading the pack.*
*Social ad spend available from September 2021 onwards.
Malaysia
US $1.5 billion
+8.05% from 2021
Malaysia's ad spend reached $1.5 billion in 2022 - a growth of 8.05%. TV, digital, and newspapers had the highest share. Fast food saw the highest growth, increasing 35% as McDonald's, KFC, and Pizza Hut topped the category list.
Taiwan
US $900 million
+0.15% from 2021
Taiwan's ad spend rose slightly to $900 million in 2022, with TV being the most prominent medium. Health food topped the list of categories, with
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