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22 January 2009
Taipei
According to latest figures from Nielsen, the ad market in Taiwan shrank 6.6 percent in 2008 to NT$42.37 billion*, a NT$3 billion drop. This is the second biggest drop since 2005 for Taiwan’s ad market. The largest fall was recorded in Newspapers, which slumped 18.9 percent, or NT$2.59 billion. This decline has brought market share for Newspapers down from 30 percent to 26.1 percent. The second-largest fall was recorded in Magazines, which fell by 6.1 percent.
But it’s not all doom and gloom for Taiwan’s media industry: recording an 8.7 percent growth in advertising revenues, Terrestrial Television was the star performer in 2008. TV ratings in 2008 soared 10.5%, due in part to some new popular dramas, variety shows and the stellar Olympic viewership figures (Taiwan recorded a record 6.84 million viewers for the Opening Ceremony).
By category, Real Estate remains Taiwan’s biggest spender (NT$6.26 billion) despite slumping 17 percent (NT$1.32 billion) in 2007. As a result, Real Estate is also the No.1 declining ad investment category in 2008. Transportation, the second-biggest adspend category, recorded a 14 percent decline with its NT$2.87 billion advertising investment. Transportation is also the second-fastest declining advertising expenditure industry.
Meanwhile, advertising spend in the ‘Others’ sector increased significantly, to become the third-biggest advertising sector this time round, largely on account of advertising campaigns for two important elections—the 2008 Legislator Election and the Presidential Election. The total advertising investment of ‘Others’ grew to NT$ 2.74 billion (a 29 percent increase) in 2008.
Financial, Skin Care and Cosmetics cut their advertising budgets 13 percent and 15 percent respectively. In contrast, Computers and Accessories and Food increased their adspend from five percent to six percent.
Meanwhile P&G is back to its top advertiser position, spending NT$629 million in 2008, despite a ten percent decline. FarGlory Group takes second place, with a 45 percent decline. The fastest mover in 2008 was Jaysanlyn Real Estate & Advertising Co, who boosted their advertising budget by 154 percent to become the fourth-biggest advertiser.
Telecommunications somehow seems not influenced by the downwards trend. Chung Hwa Telecom invested NT$470 million in media in 2008, and ranks as 3rd biggest advertiser with a 25 percent growth in 2008. Both Taiwan Cellular and Far Eastone Telecommunications raised their advertising budgets by 20 percent and 8 percent and ranked No. 8 and 13 respectively.
Johnson & Johnson bucked the industry trend in Skin Care and Cosmetics, increasing their spend by 25 percent whilst others slashed advertising budgets, and spent NT$378 million to support the launch of a new range of products in 2008.
*All advertising expenditure reported is based on published rate card.
Note:
1. Adjusted weights:
2007:FTA0.111,Cable TV0.033,Newspaper0.39,Magazine0.425,Radio0.445,Out of Home1
2008:FTA0.109,Cable TV0.034,Newspaper0.38,Magazine0.435,Radio0.41,Out of Home1
2. Monitored media:
2007: 66 TV channels, 99 Newspapers, 124 Magazines, 15 Radio stations, 15 Out of Home agencies
2008: 63 TV channels, 100 Newspapers, 114 Magazines, 15 Radio stations, 16 Out of Home agencies
3. Advertising expenditure base on rate card. Using adjusted weights is suggested.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
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