Ad spending up, with TV and radio among gainers

Advertising spending in the first half climbed 9.3 percent from a year ago, thanks to booming double-digit growth in the first quarter, according to research firm CTR.

The first-half performance is also a pick up from 4.3 percent growth in 2017, and a rebound from the sluggish 0.4 percent first half growth last year, with traditional TV and radio both posting gains in advertising income, CTR said. 

TV stations saw ad sales grow 9.4 percent, while radio stations reported a 10 percent increase, thanks to advertisers’ renewed confidence and upbeat market sentiment.

Out-of-home posters and movie theater advertising placement were the fastest growing sectors, adding 25 percent and 26.6 percent respectively. 

Coca Cola became the biggest advertiser in the first half, while Hongmao Liquor is still the single brand with the most ad spending, regardless of the disputes earlier this year.

A separate study by CTR shows that the number of advertisers seeking to increase marketing spending make up about 43 percent of total respondents, the same level as those who said they will maintain their current annual marketing expenditure. Only 14 percent of respondents intend to cut their advertising budgets. 

Beverages, including infant formula, overtook over-the-counter drugs to become the industry category with the biggest spending. 

CTR also suggests growth will stabilize in the second half following the touch-down rebound in the first quarter.