MPA: AsiaPac Advertising Recovery Expected This Year


Advertising revenues across AsiaPac were down 4.3 percent in 2020 as a result of the Covid-19 pandemic but are expected to rise by 7.6 percent this year, according to Media Partners Asia (MPA).

The new report, Asia Pacific Advertising Trends 2021, projects that ad revenues across the region will top $200 billion by the end of the year, exceeding pre-pandemic numbers. China will account for 56 percent of the region’s ad revenues this year.

Korea and Vietnam will also return to pre-pandemic levels this year, with most other countries to follow in 2022, led by digital advertising.

While digital advertising was fairly resilient amid the pandemic, TV was down 15 percent year-on-year to $43.3 billion. In some markets, such as Australia and Japan, levels are unlikely to return to pre-pandemic levels. In India, Thailand and Vietnam, TV advertising will be back at pre-pandemic levels next year, MPA projects. This year, TV advertising is forecast to rise by 4.6 percent, but secular decline is expected to return in 2023. Between 2020 and 2025, TV advertising will inch up by 0.7 percent to reach $44.8 billion.

For broadcasters, expanding their online video services will be key to score a larger share of the digital ad pie, especially in Australia, Japan and Korea. The online video ad market across AsiaPac contributed 16 percent to regional digital ad revenues last year. Online video revenues will hit $33.3 billion in 2025, a 20-percent share of the digital ad pie.