Ad Spending in Taiwan Fell 7% in 2009

Bans on Tobacco Ads and Smoking in Public Places Contributed to Drop in Budgets

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TAIPEI ( -- While China's ad market grows by double digits, neighboring Taiwan has hit tough times.

Ad spending in Taiwan fell by 7% in 2009 to NT$39.42 billion ($1.23 billion), a result of the global financial crisis as well as fallout from the introduction of the Tobacco Hazards Prevention Act in January 2009. Taiwan's health authorities banned smoking indoors in public areas,including hotels, restaurants, bars, taxis, internet cafes, airports, bus stops and train stations. The law also bans cigarette ads and promotions.

Due to budget cuts by real estate developers, luxury goods and tobacco marketers, magazines suffered the most, posting a 16.4% decrease, followed by out-of home spending, down 15.1%, and newspapers, down 9.7%. Television and radio spending remained stable.

Real estate continues to be the number one aproduct category for advertising in Taiwan, followed by pharmaceuticals and beauty products. Taiwan's No. advertissers was the Far Glory Group, and Procter & Gamble Co. was No. 2.
Source: Nielsen, R3

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