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HK2A's News
19
February 2008
"Survey
Predicts Double-digit Growth in Advertising Budgets
for 2008"
The
annual research study "Advertising Spending
Projections" initiated by The Hong Kong Advertisers
Association (2As) anticipates an average of 25%
growth on the overall advertising spending in
2008. TV still enjoys the biggest share at 25%
while the Internet registers a significant increase
of 142% since 2004.
The survey covered various commercial sectors
including top spending advertisers and focused
on their planned advertising spending for 2008.
Findings show that newspaper and magazine will
continue to be the most widely used media with
over 85% of advertisers claiming future usage.
Spending on paid-TV showed a decline in 2007 as
compared to the year before while spending on
free newspapers showed an increase.
“Over half of the advertisers planned to increase
their ad budget for 2008. Comparing to the actual
ad spending of 2007, on average each advertiser
expected to spend an additional HKD 1.4 million
on local advertising in 2008,” remarked Ms Clare
Lui, Associate Director of Synovate Ltd, who led
the survey.
“The Internet has become a noteworthy advertising
platform of which ad budget kept rising over the
past 5 years. How to capitalize on the medium
and minimize wastage poses a new challenge to
advertisers. In conclusion, the overall outlook
of the advertising industry is pretty encouraging
in 2008. The expected increase in ad rates and
the call for higher marketing ROI will definitely
intensify market competition and flourish alternate
advertising possibilities,” said Ms Celine Ho,
Chairperson of 2As.
The Advertising Spending Projections Survey enters
its ninth consecutive year in 2008 and is 2As’
annual endeavour. This year, more than 160 self-administered
questionnaires have been received. The key objective
of the Survey is to provide timely reference on
the trends of advertising expenditure, media selection
and planning on marketing staff allocation and
involvement of advertising agencies for 2008.
The study was conducted by Synovate Ltd and sponsored
by a consortium of media titles and industry bodies
including am730, Asia Television, Buspak Advertising
(Hong Kong) Ltd, Hong Kong Cable Enterprises Ltd,
Cody Premium Outdoor, Hong Kong Economic Times,
Google, JCDecaux Pearl & Dean, JCDecaux Texon,
Metro Publishing, Microsoft Digital Advertising
Solutions, Ming Pao, nowTV, Television Broadcasts
Ltd, Vocational Training Council, and Yahoo! Hong
Kong.
2As
is a non-profit organization formed by a volunteer
group of advertising & marketing professionals.
The key objectives of the Association are to protect
the legitimate interests of advertisers and promote
higher professional standards and ethics in the
advertising industry.
Issued
by : The Hong Kong Advertisers Association
Secretariat - MassLane Communications Ltd
Press inquiry : Ms Paige Yeung
Tel : 2576 9009 or Fax : 2576 6887 or Email :
info@hk2a.com
二零零八年二月十九日
2008年度廣告預算料以雙位提升
由香港廣告客戶協會主辦，每年一度的「廣告預算調查」公佈最新年度的調查結果，並預計2008年度本港廣告支出預算將平均增長25%。電視仍穩佔最大幅廣告預算，達25%媒介支出。互聯網之預算則相較2004年度激增142%。
是次調查以問卷形式訪問超過160位各商業界別的廣告客戶，包括業內高投放率的廣告客戶代表，並針對性地統計各公司於2008年的廣告預算。調查報告顯示，報紙及雜誌依然是被廣泛採用的平面宣傳媒介，超過85%受訪者表示將會繼續採用。去年免費報紙廣告宣傳費用較'06年度上升，反觀收費電視則下跌。
負責是項調查之Synovate Ltd副總監呂詠琦小姐指出: 「超過一半廣告客戶打算增加'08年度在本港市場之廣告宣傳費用。相對'07年度之實際廣告支出，每客戶之'08年度廣告宣傳預算平均上升140萬港元。」
香港廣告客戶協會主席何明惠小姐強調:「過去五年互聯網廣告預算持續增長，可見採用互聯網作宣傳媒介愈趨普及，而如何有效投放媒介資源將成為廣告客戶的一項新挑戰。總括而言，展望2008年度香港廣告業前景樂觀。預期媒介收費的增長及提升投資回報率的需求將令市場競爭更為激烈，同時亦為創新、另類的宣傳渠道提供更大的發展空間。」
香港廣告客戶協會舉辦的「廣告預算調查」已踏入第九屆，旨在為業界提供第一手有關來年廣告預算、媒介策劃、人力資源分配及廣告公司聘用趨勢等最新資料。
是次調查由專業市場調查公司Synovate Ltd負責執行，並得到多個媒體聯合贊助，包括:
am730、亞洲電視、Buspak Advertising (HK) Ltd、有線電視企業、Cody
Premium Outdoor、香港經濟日報、Google、微軟數位行銷解決方案、都市日報、明報、now
寬頻電視、無線電視廣播有限公司、JCDecaux Pearl & Dean, JCDecaux
Texon, 職業訓練局及雅虎香港。
香港廣告客戶協會是由廣告客戶代表義務組織之非牟利機構，旨在保障廣告客戶之合法權益，並提升香港廣告業界之專業水平及操守。
發稿
： 香港廣告客戶協會
祕書處 - 美思靈有限公司
詳情查詢 ： 楊芷蕙小姐
電話：+852 2576 9009 / 傳真：+852 2576 6887 / 電郵：info@hk2a.com
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