尼尔森Ad Intel NielsenAd Intel 数据显示，广告支出大幅跃升，市场营销人员将广告视为高度竞争市场的主要增长动力
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%.
数字广告是这一增长的领头羊，比 2021 年增长了 64%，其次是户外广告，增长了 19%，电视广告增长了 6%。随着观众重返电影院，影院广告也出现反弹，增长了 131%，而广播则下降了 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 .”
尼尔森Ad IntelNielsenAd Intel）可追踪整个媒体环境中竞争品牌层面的广告活动，并深入选定的亚洲市场*，提供广告投资、总支出、同比增长和驱动因素的本地化快照。
从国家而非渠道层面来看，新加坡以 10.17% 的同比增长率遥遥领先。泰国和马来西亚紧随其后，分别增长了 9.12% 和 8.05%。
*数据仅包括亚洲的部分市场：泰国、印度尼西亚、新加坡、马来西亚、菲律宾、韩国和台湾。
2022 年各市场广告支出概况
印度尼西亚
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.
*该数字基于毛额费率卡，不包括折扣和奖金。
菲律宾
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.
*不包括数字媒体（2022 年开始使用数字显示器）。
韩国
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.
泰国
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.
新加坡
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.*
*自 2021 年 9 月起可使用社交广告支出。
马来西亚
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.
关于尼尔森Ad Intel
Ad Intel 提供当今最全面的跨平台广告情报。通过直观的软件，可以审查和比较跨媒体、公司、类别或品牌的广告活动以及历史数据。
注：尼尔森按公布的费率卡价值监测主要媒体的广告总支出。虽然某些媒体所有者会提供折扣，但费率并不公开。另请注意，类别和品牌/产品分组数字由尼尔森自行决定分组。
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
Kyoji Nakao
Communications Manager, Communications, Nielsen APAC
kyoji.nakao@nielsen.com
+81-80-4597-4256
