With advertisements placed by construction, cosmetics and financial sectors all declining, Taiwan's total advertising spending in the first half (H1), 2014 dropped 1.3% year-on-year (YoY) to NT$22 billion (US$703.3 million), according the latest statistics compiled by the global media researcher, Nelson.
Nelson's report shows advertising spending by cosmetics suppliers having plummeted about NT$166 million (US$5.53 million) during the period, with that by the financial and construction sectors down 10.2% and 3.3% YoY, respectively.
But sharply increasing advertising by transportation vehicles, computer and information technology (IT) and entertainment and cultural sectors offset such declines. For example, mainly driven by the booming market for apps and online games, the computer and IT sector finished H1 with the strongest growth of 20.1% in advertising spending of NT$1.298 billion (US$43.26 million) among other sectors.
Despite sliding advertisements, mainly due to heavier taxes to prevent Taiwan's realty market from further overheating, the construction sector still remained the biggest advertiser with total spending of NT$3.114 billion (US$103.8 million) in H1, followed by the cosmetics sector. The transportation vehicle industry outstripped the cosmetics sector as the third-biggest advertiser with spending of NT$1.737 (US$57.9 million), up 8.1% YoY.
Meanwhile, the F&B sector placed advertisements worth NT$1.11 billion (US$37 million), down 5.8% YoY, to rank No.7, while the entertainment and cultural industry spent NT$930 million (US$31 million), soaring 13.6%, on advertising, mostly thanks to growing advertisements of sports and fitness equipment, exhibitions, online learning services and general items.
As to the top-10 advertisers, P&G led with advertising spending of about NT$371 million (US$12.36 million), followed by Kao Group and Quaker with NT$275 million (US$9.16 million) each. Taiwan's Uni-President spent NT$264 million (US$8.8 million) as the fourth-largest advertiser, while Unilever and MacDonald's Taiwan came fifth and sixth with spending of NT$232 million (US$7.73 million) and NT$226 million (US$7.53 million), respectively, shows Nelson's report.
Notably newspaper and magazines have suffered as advertising media during H1, when advertisements placed on the two media declined by 6.8% and 8.7%, respectively, indicates Nelson's report.(SC)
|Taiwan's Top-10 Advertisers by Spending in H1, 2014|
|| Advertising Spending
|| YoY Growth Rate
|| NT$3.114 Bn.
|| - 3.3%
|| NT$1.834 Bn.
|| Transportation vehicles
|| NT$1.737 Bn.
|| Cosmetics and facial care products
|| NT$1.534 Bn.
|| - 9.8%
|| Computers and information technology
|| NT$1.298 Bn.
|| NT$1.190 Bn.
|| NT$1.110 Bn.
|| - 5.8%
|| NT$1.091 Bn.
|| Entertainment and Culture
|| NT$930 M.
|| NT$917 M.
|| - 10.2%
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