Circa 2016, Internet garners the majority share of adspend in Asia Pacific, with 39.3%, followed by television, 33.9%; newspapers, 10.4%; outdoor/transport, 9.2%; radio, 3.9%; and magazines, 2.5%, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
Internet adspend started to surge in 2011, and have continued with a hockey-stick trajectory. Of the more than US$200 billion adspend projected for 2019, Internet advertising is expected to fetch about US$100 billion, according to Zenith.
Comparatively, second-place television adspend has been flat at about US$60 billion. Meanwhile, outdoor and newspaper adspend is expected to level off at the same approximate amount of about US$20 billion, while radio, magazines and cinema are expected to fetch less than US$5 billion each in 2019.
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