Singapore – 29 August 2024 – Latest data from Nielsen Ad Intel shows advertising spend in the luxury goods sector across key Asian markets grew 12% from H2 2023 to H1 2024. Those key markets, consisting of Hong Kong, Indonesia, Malaysia, Philippines, South Korea, Singapore, and Thailand saw total ad investment in the sector jump from $1.26 billion in H2 2023 to more than $1.4 billion in H1 2024.*
Thailand führte das Wachstum in diesem Sektor mit einem Anstieg von 214 % an, gefolgt von Südkorea mit 24 % und Indonesien mit 6 %.
In allen Schlüsselmärkten zusammengenommen, waren die fünf wichtigsten Luxusmarken nach Werbeausgaben im ersten Halbjahr 2024:
- Chanel
- Christian Dior
- Cartier
- Rolex
- Gucci
Die führenden Luxusmarken nach Werbeausgaben für H1 2024 in jedem Schlüsselmarkt waren:
- Hong Kong: Chanel, Cartier, Christian Dior, Rolex, Swarovski
- Indonesia: Rolex, Audemars Piguet, La Mer, Chanel, Coach
- Malaysia: Rolex, Cartier, Chanel, Gucci, Fendi
- Philippines: Rolex, Hermes, Jo Malone, Polo Ralph Lauren, Gucci
- Singapore: Rolex, Chanel, Christian Dior, Gucci, Hermes
- South Korea: Chanel, Christian Dior, Gucci, BVLGARI, Prada
- Thailand: Chanel, Christian Dior, Swarovski, BVLGARI, Coach
Diese Ergebnisse werden durch Daten von Nielsen Media Analytics gestützt, die einen deutlichen Anstieg der Nachfrage nach Luxusmarken in Asien belegen.
Untersuchungen von Nielsen Media Analytics ergaben auch eine starke Korrelation zwischen Verbrauchern von Luxusmarken und Außenwerbung, wobei die große Mehrheit der Luxusverbraucher Außenwerbung als "den vertrauenswürdigsten Werbekanal" und "den aufmerksamkeitsstärksten" bezeichnete.
Arnaud Frade, President, Commercial for Asia, Nielsen, said: “The impressive growth in luxury advertising spend across key Asian markets underscores the region’s increasing appetite for high-end brands. Our data not only reflects the strategic investments these brands are making in digital and traditional media, but also highlights the unique role that trust and consumer recommendations play in shaping purchasing decisions. In a context of slowing sales in key markets, as consumers become more cautious about their discretionary spending, ensuring that media investments are robust and effective is therefore absolutely critical and is also fast becoming a major competitive advantage for the Maisons investing is better insights.”
Runchita Srivoravilai, Nielsen Thailand Director, added: “In a competitive market like luxury goods, where brand perception is everything, knowing where and how to invest in advertising is critical. Our data empowers brands to make informed decisions, ensuring their marketing strategies not only reach their target audience but also stay ahead of the competition. In an ever-changing media landscape, staying ahead requires not just creativity, but precise, data-driven insights, and that’s what Ad Intel and CMV do best.”
Während die Produktqualität in Asien nach wie vor der wichtigste Faktor bei der Wahl eines Luxusprodukts ist, spielen Empfehlungen von Familie und Freunden ebenfalls eine wichtige Rolle, insbesondere bei den Konsumenten der Gen Z und Gen Y.
*Source: Nielsen Ad Intel – June 2023 – July 2024, & June 2023 – July 2024
Über Nielsen
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Media Contact
Dan Chapman
Assoc. Direktor, Kommunikation, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
