Dot-coms start advertising in Singapore

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SINGAPORE--Advertising spending by dot-coms and Internet-relatedcompanies hit $7.2 million in Singapore during the first quarter of this year. By comparison, only $1,130 was spent in that category in the month of March last year. Telecommunications had the biggest overall ad spend, and newspapers were by far the favored medium, according to AC Nielsen's latest AdEx survey findings.

The three biggest spenders in the first quarter of 2000 were at $850,000, followed by at $666,000 and at $550,000.

Overall, newspapers took the lead, drawing $4.6 million in revenue from Internet-related companies for the first quarter, followed by TV and radio with $1.7 million and $425,000, respectively.

"With more dot-com companies penetrating the market, this figure should grow strongly over the remainder of this year as they compete to increase their Internet communities," says Lennart Bengtsson, managing director, ACNielsen Singapore and Malaysia.

Across all advertising categories, including dot-coms, the three traditional media -- newspapers, TV and radio -- continue to lead the gains. Newspapers increased 27% or $100 million from last year, while TV increased 34% to $65 million with radio up 18% to $9.4 million this year.

With the launch of Starhub, advertising expenditures for telecommunications have nudged their way up to become the top category in the industry, with a 130% increase for the first quarter of 2000, comparedwith the same period last year.

Starhub IDD 008 was not surprisingly the leader among the top 10 brands, spending $2.6 million for the quarter. Following closely was Singtel at $2.5 million, then McDonald's Corp.

Copyright May 2000, Crain Communications Inc.

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