Ad Intel 、広告予算 大幅増、競争の激しい市場でマーケターが広告を成長の重要な原動力として支持
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%.
上昇の先頭に立ったのはデジタル広告で、2021年から64％もの大幅な伸びを示し、次いで屋外広告が19％、テレビが6％だった。観客が映画館に戻ったため、映画館広告も131％増と回復したが、ラジオは8％減となった。
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 .”
Ad Intel、メディア全体の競争力のあるブランドレベルの広告活動を追跡しており、アジア市場*を掘り下げて、広告投資、総支出額、前年比成長率、推進要因について、地域レベルのスナップショットを提供している。
チャネル別ではなく国別では、シンガポールが10.17％の伸びで前年比増を牽引。タイとマレーシアがそれぞれ9.12％、8.05％の伸びで僅差で続いた。
*タイ、インドネシア、シンガポール、マレーシア、フィリピン、韓国、台湾。
市場別2022年広告予算 スナップショット
インドネシア
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.
*数字は割引やボーナスを除いたグロス・レート・カードに基づく。
フィリピン
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.
*デジタルメディアは含まず（デジタルは2022年からモニター開始）。
韓国
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.
タイ
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.
シンガポール
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.*
*ソーシャル広告予算 2021年9月以降に利用可能。
マレーシア
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.
台湾
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.
ニールセンについてAd Intel
Ad Intel 、クロスプラットフォーム広告インテリジェンスの最も完全な情報源を提供します。直感的なソフトウェアで、メディア、企業、カテゴリー、ブランド、さらに過去のデータを横断して広告活動をレビューし、比較することができます。
注：ニールセンは主要メディアの総広告支出をレートカードの公表値でモニターしている。一部の媒体主からは割引が適用されますが、料金は公開されていません。また、カテゴリーおよびブランド・商品別の数値は、ニールセンの判断によりグループ化されていることにご留意ください。
メディア連絡先
ダン・チャップマン
ニールセンAPACコミュニケーションズアシスタントディレクター
dan.chapman@nielsen.com
+61 404 088 462
中尾恭二
Communications Manager, Communications, Nielsen APAC
kyoji.nakao@nielsen.com
+81-80-4597-4256
