Digital adspend up, traditional advertising decline: Zenith

Singapore’s 2016 advertising expenditure decreased 5.9% from 2015 to 2016, or $158 million Singapore dollars. Excluding digital, adspend dropped 7.4%,

Magazine adspend dropped 15%; Newspapers, 7.4%, TV, 5.1%; and radio, 0.9%, according to Zenith.

The adspend is expected to remain stable for 2017.  Total advertising expenditure is projected to reach $2.5 billion in Singapore currency this year and the market is expected to remain tepid before rebounding slightly in 2018. Growth in internet digital spend is projected to be about 10%,  Digital video providers like Netflix are entering the market to challenge free-to-air broadcaster Mediacorp and pay-TV providers Starhub and Singtel, according to Zenith.

For more advertising spend and other digital media performance trends, go to


About Steve Stone

Director of Online Operations at World Newsmedia Network
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