Patrick Frater Asia Bureau ChiefExpenditure on advertising in the Asia-Pacific region last year dipped 4.3%, pulled back by the COVID-19 pandemic and its effect on business.
A rebound is underway, at differing speeds across the vast area, but will see digital formats increase their preponderance at the expense of TV.According to a new study by consultancy Media Partners Asia, the ad market in Asia slipped in value to $188 billion.
Television, the biggest loser, was down 15% to $43.3 billion.In mature markets such as Australia and Japan, dips in TV ad spend are expected to be permanent, with a return to pre-pandemic spend unlikely. “The medium remains important in key markets where it retains its position as the largest ad segment as of.
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