WORLD PRESS TRENDS - World Association of Newspapers

TAIWAN
Top ten advertisers (2002)
Advertiser Newspaper expenditure NT$ (000)
Ford 236,622
Ho Tai Motor Co. 224,137
Mitsubishi 221,896
YULON Motor Co. 202,727
Chunghwa Telecom. 152,792
Cathay Real estate 143,395
Taiwan Cellular Corporation 133,395
Bao Sheng estate 103,795
Chinatrust Commercial Bank 102,388
Carrefour 100,668
Source: Rainmaker Industrial Ltd
Note: Foundation and Government organisations not included.
Estimated effective adspend has already deducted the amount
of related discount, sale package, barter and bonus.
Classifieds are not included.
ADVERTISING EXPENDITURE & ECONOMIC DATA
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 33.81 NT$ at 2001 rate
Gross Domestic Product (NT$ billion)
at current prices 7,018 7,678 8,329 8,939 9,290 9,663 9,542
% change 8.6 9.4 8.5 7.3 3.9 4.0 -1.3
at 2001 prices 7,530 7,993 8,593 9,070 9,407 9,663 9,542
% change 4.7 6.1 7.5 5.5 3.7 2.7 -1.3
Gross Domestic Product per capita (NT$ 000)
at current prices 329.5 357.6 384.1 408.7 421.7 434.9 427.1
at 2001 prices 353.5 372.3 396.3 414.7 427.0 434.9 427.1
Population
Millions 21.3 21.5 21.7 21.9 22.0 22.2 22.3
Consumer Price Index
2001=100 93.2 96.1 96.9 98.6 98.8 100.0 100.0
% change 3.7 3.1 0.9 1.7 0.2 1.3 0.0
Ad.spend as a % of GDP
1.15 0.56 0.61 0.72 0.64 0.62 0.56
Advertising Expenditure Growth (%)
at current prices 10.7 -46.5 18.0 26.5 -8.2 0.8 -10.2
at 2001 prices 6.8 -48.1 16.9 24.4 -8.4 -0.5 -10.2
Source: IFS, ZenithOptimedia
Advertising expenditure
(NT$ million, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 38,238 12,799 18,063 21,157 18,858 18,746 16,393 13,278 13,610 14,263 14,904
Magazines 5,001 3,987 4,837 5,886 6,099 7,200 6,523 6,393 6,585 6,914 7,363
Television 28,948 24,306 25,685 34,832 32,234 30,670 27,682
Radio 3,969 2,200 2,500 2,750 2,146 2,310 2,231
Outdoor/Transport 4,820 - - - - - -
Internet - - - - - 870 850
Total 80,976 43,292 51,085 64,625 59,337 59,796 53,679 54,439 57,991 61,306 65,230
Source: 1995 Taipei Advertising Association, 1996-98 Rainmaker Research, 1999-2001 National Statistics Bureau,
2002-2005 ZenithOptimedia
Notes: Includes agency commission, excludes production costs
1995: includes classified, before discounts
1996-2005: excludes recruitment, classified and charity ads, after discounts, radio is a ZenithOptimedia estimate
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003