The Nielsen Company, a global information and media company surveyed 12 countries in Asia Pacific region and announced that Korea's ad spending in Financing, Insurance & Securities(+7% ) recorded appx. US$ 120 million(KRW 140 billion), which is the biggest growth over Q3 2009, followed by service which decreased to US$ 110 million(KRW 130 billion) with drop of 2% and computer & telecommunication which recorded to US$ 103 million (KRW 120 billion).
Ad spending in Cosmetics, Toiletry & Detergent showed the biggest growth of 21%, followed by Fashion, Transportation Equipment (both +19%), Food(+16%) and Pharmacy & Medical Institution(+12%) with double digit growth compared to Q3 2009.
"As consumers in Asia Pacific region were positive on their economic recovery from our latest Nielsen Global Consumer Confidence Index, media activities of this region has been actively increasing, too." said Eun-Hee Shin, Managing Director, The Nielsen Company Korea
TV ads posted US$ 410 million(KRW 470 billion) with an increase of 6% compared to Q3 2009 and newspapers' ads recorded to US$ 550 million(KRW 630 billion) with minimal 1% increase. Magazines(+10%) and Radio(+11%)'s ad increased to US$ 65million(KRW 75 billion) and US$ 41 million(KRW 47 billion)
"Reflecting a slowing but steady economy, Q3 ad spend posted an increase of 3% compared to Q3 2009. Despite recording a minimal 1% increase, Newspapers enjoyed 51% share of all media spend, while 2nd ranked Television showed stronger growth as did both Magazines and Radio.
Meanwhile, seven of the top 10 categories increased over Q3 2009; with five showing robust double digit improvements such as Food, Cosmetics, Toiletry & Detergent and Fashion. It is interesting that large discount stores promoted bargain sales for Thanksgiving season while a new type of advertising using QR code, which can be only scanned by smartphone, appeared in the automotive market in the third quarter." said Eun-Hee Shin, Managing Director, The Nielsen Company Korea.
Source: The Nielsen Company
