Market Monitor: Advertising in APAC

March 15, 2017  | Subscribers Only

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The 2016 APAC ad market was bolstered by a robust performance of traditional media and the rapid growth of online. The ten APAC countries covered in this study are forecast to grow between 1% and 7% in 2017. Online advertising continues to see rapid growth, with CAGR of 301% between 2011 and 2016 for the ten APAC countries collectively. In this Market Monitor, we look at the market performance of top ten APAC ad markets, and the key players that shape this thriving regional ad growth. 


  • APAC ad markets’ growth is consistent with the positive macroeconomic outlook in the region
  • Highlights in 2016 and key trends to look out for in 2017
  • China and Japan take a lion’s share of the online ad market in APAC, but emerging markets are expanding
  • Southeast Asian ad players are dwarfed by Chinese companies, which benefit from a large population
  • Online advertising in China means Baidu, Alibaba, and Tencent (B.A.T.)
  • Indian Zee Entertainment strengthens content offering to compete with international companies
  • Malaysian Media Prima’s business is highly dependent on the domestic economic climate
  • South Korean Naver leads the search market, despite mobile being dominated by Google Android

In this report:

Alibaba, Baidu, Media Prima, Naver, Tencent, Zee Entertainment

List of tables and charts:

  • Real GDP growth of 10 APAC countries
  • Total ad revenue in APAC by country in 2016
  • Ad revenue growth in APAC by country in 2016
  • TV advertising revenue share of 10 APAC countries
  • Online advertising revenue share of 10 APAC countries
  • APAC online ad maturity by country
  • Australia advertising revenue mix in 2016
  • NAR growth slowing down due to dwindling TV and print ad revenue
  • Australia broadcasters will experience low to negative NAR growth in 2017-2021
  • China advertising revenue mix in 2016
  • NAR consistently outperforms slowing GDP over the forecast period
  • National TV has lost its momentum to provincial broadcasters
  • India advertising revenue mix in 2016
  • NAR grows faster than real GDP in India
  • Indian TV ad share in 2016 (%)
  • Indonesia advertising revenue mix in 2016
  • Double-digit growth in TV ad between 2017 and 2021 in Indonesia
  • Indonesia TV ad share in 2016 (%)
  • Japan advertising revenue mix in 2016
  • Slow TV ad growth in Japan, but Olympics 2020 will boost ad revenue
  • TV ad share by broadcaster in 2016 (%)
  • Malaysia advertising revenue mix in 2016
  • NAR to grow single-digit amidst flat GDP growth
  • Malaysian TV ad revenue is shared between Astro and Media Prima
  • New Zealand advertising revenue mix in 2016
  • Healthy NAR growth for the forecasting period
  • New Zealand TV ad share in 2016 (%)
  • Philippines advertising revenue mix in 2016
  • Presidential elections in 2016 boosted ad revenue growth
  • TV ad revenue by broadcaster in Philippines
  • Singapore advertising revenue mix in 2016
  • Moderate TV ad growth in the mature Singaporean ad market 
  • Singaporean TV ad market is dominated by Mediacorp
  • South Korea advertising revenue mix in 2016
  • S. Korea ad revenue jump in 2018 driven by the Winter Olympics
  • TV advertising revenue by broadcaster in South Korea
  • Advertising revenue by media owner in 2016
  • Advertising per capita by country in 2016
  • China Baidu, Alibaba, and Tencent ad revenue
  • Zee Entertainment: advertising share of total revenue
  • Media Prima: FTA TV advertising revenue peaked in 2012
  • Online company Naver controls more than 50% of the South Korean online ad market
  • Data & forecasts in this report: a summary 

Number of pages: 29

Number of tables and charts: 47

Qingzhen (Jessie) Chen

Senior Research Analyst – Advertising, IHS Markit

Ms. Qingzhen (Jessie) Chen, is a senior analyst in the Advertising Research team at IHS Markit, based in London, UK.

Kia Ling Teoh

Senior Research Analyst – Advertising & Television Media, IHS Markit

Ms. Kia Ling Teoh is a senior research analyst, Advertising & Television Media at IHS Markit.

Research by Market
Media & Advertising
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