Asia Pacific TV ad spend overtakes Europe
Informa report puts Asia Pacific ad spend at $28 billionLONDON -- As the Tiger economies of the East continue to redefine the global economic balance, Asia Pacific TV advertising revenue overtook Western Europe for the first time in 2009, well ahead of predictions, according to new research published Friday.
Informa Media and Telecoms claims that total net TV advertising for Asia Pacific totaled $28 billion in 2009, compared to $27 billion in Western Europe, despite earlier expectations that the Asia Pacific region would lag behind Europe until 2014.
The economic fallout from the banking collapse and uncertainty within the Eurozone countries means that Asia Pacific is now predicted to remain narrowly ahead over the next two years.
"There are very large markets such as India and there was no recession like we saw in Western Europe," said Simon Murray, principal media analyst at Informa. "We did not expect Asia Pacific to pass Western Europe until after 2012, and possibly even 2015," added Murray, who said that without the impact of a recession the inflection point would likely have been 2013.
The U.S. remained the biggest market in 2009, with revenues of $39 billion. TV ad spend in China grew by 9% year-on-year to about $4 billion, while India saw growth of 9.5% to $1.06 billion.