APAC Advertising To Fall 1.1% in 2009

The latest analysis from MPA indicates advertising in Asia Pacific will fall by 1.1% in net terms in 2009 representing the first decline the region will have experienced since the 1998 Asian financial crisis. MPA sees recovery in 2010 and forecasts 5.3% growth.

Previously, Media Partners Asia (MPA) guided for 1.5% growth this year but the ad fallout in Japan has intensified while softness in India and China is more marked than anticipated. Going forward, we see more downside revisions, largely due to potentially worse declines in Australia and a weaker India outlook.

A sustained Asian recovery is unlikely without a strong pick-up in the global economy, expected to occur next year. Much will also depend on the restocking process in China, supported by government stimulus, which should eventually improve export demand in the rest of Asia.

For more analysis, CLICK HERE