APAC Ad Spend 2025 Methodology

Advertising expenditure forecasts are compiled from data collated from dentsu agencies until October 2024 and based on local market expertise. Dentsu uses a bottom-up approach, with forecasts provided for 14 markets covering Singapore, Malaysia, Indonesia, Thailand, the Philippines, Vietnam, New Zealand, Australia, China, Taiwan, Hong Kong, Japan, South Korea and India, by medium: digital, television print, out-of-home, audio, and cinema. Digital specifically references pure play digital platforms and does not include ad spending on the digital extensions of traditional media (e.g., digital print) which are accounted within media channel totals (e.g., digital print is accounted within print). As the media landscape changes at pace, we continue to evolve how we collect digital spend data. 

The advertising spend figures are provided net of negotiated discounts and with agency commission deducted, in current prices and in local currency. Global and regional figures are centrally converted into US dollars are at the September 2024 average exchange rate. The forecasts are produced biannually with actual figures for the previous year and latest forecasts for the current and following years all restated at constant exchange rates.

More than 1,900 marketing leaders from 13countries were surveyed as part of the dentsu CMO Navigator research referenced in this report. Data was collected by B2B International in August 2024. 

This report is protected by copyright and all rights reserved. This report, either in whole or part, may not be reproduced or transmitted whether by photocopying or storing in any medium of electronic means, without the written permission of the copyright owner. Every precaution has been taken to ensure the contents of this report are accurate at the time of publication, but dentsu does not guarantee nor can it be held liable for its accuracy. This report has been produced to give dentsu's view and show not be relied upon or taken as giving advice.