Nielsen Ad Intel menunjukkan lonjakan besar dalam belanja iklan karena para pemasar menjadikan iklan sebagai pendorong utama pertumbuhan di pasar yang sangat kompetitif
Singapore – March 31, 2023 – New data from Nielsen Ad Intel, the region’s leading comprehensive ad spend monitoring service, shows investment in advertising in Thailand, Indonesia, Singapore, Malaysia, Philippines, South Korea and Taiwan jumped by almost US$55 billion in 2022 – an overall increase of 12%.
Kenaikan ini dipelopori oleh iklan digital, yang tumbuh sebesar 64% dari tahun 2021, diikuti oleh iklan luar ruang sebesar 19% dan TV sebesar 6%. Seiring dengan kembalinya penonton ke bioskop, iklan bioskop juga pulih, tumbuh sebesar 131%, sementara radio turun 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.”
Those kind of insights are not only an advantage, but absolutely crucial in the highly competitive Asian market, says Nielsen Asia Managing Director (Advertisers), Aaron Rigby: “As the advertising environment becomes more complex, brands, agencies and media owners need the latest advertising intelligence to differentiate themselves from the competition and to carve out the best path forward for their brands and media. Nothing does better than Nielsen’s Ad Intel in helping you understand the advertising around you to improve your own .”
Nielsen Ad Intel, yang melacak aktivitas iklan tingkat merek yang kompetitif di seluruh lanskap media, melakukan penelusuran di beberapa pasar terpilih di Asia* untuk memberikan gambaran tingkat lokal mengenai investasi iklan, total belanja, pertumbuhan dari tahun ke tahun, dan faktor pendorongnya.
Di tingkat negara, bukan di tingkat saluran, Singapura memimpin peningkatan dari tahun ke tahun dengan pertumbuhan 10,17%. Thailand dan Malaysia menyusul dengan pertumbuhan masing-masing sebesar 9,12% dan 8,05%.
*Data hanya mencakup pasar-pasar terpilih di Asia; Thailand, Indonesia, Singapura, Malaysia, Filipina, Korea Selatan, dan Taiwan
Cuplikan belanja iklan tahun 2022 berdasarkan pasar
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.
*Angka tersebut berdasarkan kartu tarif kotor yang tidak termasuk diskon dan bonus.
Filipina
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.
*Tidak termasuk media digital (Monitor digital mulai tahun 2022).
Korea Selatan
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.
Singapura
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.*
*Belanja iklan sosial tersedia mulai September 2021 dan seterusnya.
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 Procter & Gamble Home Products, Suntory Wellness Taiwan, and Standard Foods among the biggest spenders.
About Nielsen Ad Intel
Ad Intel menyediakan sumber intelijen periklanan lintas platform terlengkap yang tersedia saat ini. Dengan perangkat lunak yang intuitif, tinjau dan bandingkan aktivitas iklan di seluruh media, perusahaan, kategori, atau merek, serta data historis.
Catatan: Nielsen memantau belanja iklan bruto di media besar dengan nilai kartu tarif yang dipublikasikan. Meskipun diskon tersedia dari beberapa pemilik media, tarif tidak tersedia secara terbuka. Harap diperhatikan juga bahwa angka-angka pengelompokan kategori dan merek/produk dikelompokkan berdasarkan kebijaksanaan Nielsen.
Media Contacts
Dan Chapman
Wakil Direktur, Komunikasi, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
Kyoji Nakao
Communications Manager, Communications, Nielsen APAC
kyoji.nakao@nielsen.com
+81-80-4597-4256
