Figures confirm soft ad market

By Phil Boeyen, ShareChat Business News Editor

Monday 16th July 2001

The New Zealand advertising market grew only 2% in the first quarter this year according to latest advertising expenditure data.

Media researcher ACNielsen says the New Zealand result is sluggish, and may have actually dropped into the negative growth in terms of actual billing.

The figures cover the whole of the Asia Pacific region, which amounted to close to US$6 billion during the first quarter.

Although advertising in Southeast Asia markets held up well, two major markets - South Korea and Australia - experienced negative growth.

Hong Kong, Singapore and New Zealand grew less than 5% based on rate card values, which the research company says probably means negative growth in actual billing.

It says even China, a strong growth market in the last couple of years and the region's biggest market with quarterly billings of US$2.5 billion , saw its rate of growth decline by half compared with last year.

According to ACNielsen the Australian market had first quarter rate-card billings of US$631 million while New Zealand billed US$160 million, on a par with Indonesia.

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