SUPPLEMENT: WORLDWIDE ADVERTISING; The new boom markets

The Campaign Report’s special pull-out map highlights the fifteen fastest-moving markets in terms of their predicted growth of advertising spend over 1995/7.

The Campaign Report’s special pull-out map highlights the fifteen

fastest-moving markets in terms of their predicted growth of advertising

spend over 1995/7.



All calculations are supplied by Zenith Media Worldwide



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Colombia

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Population 94 (m)                            34.5

GDP USdollars bn 95                            81

Adspend as % of GDP 95                       2.56

Total adspend 95 USdollars m*               1,728

TV share of total adspend 95                60.4%

Newspaper share of total adspend 95         16.4%

Magazine share of total adspend 95           3.8%

Estimated total adspend 96 USdollars m**    2,036

Estimated total adspend 97 USdollars m**    2,455

Compound average growth 97v95**              19.2

*Constant 1994 prices

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Chile

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Population 94 (m)                              14

GDP USdollars bn 95                          59.7

Adspend as % of GDP 95                       0.88

Total adspend 95 USdollars m*                 484

TV share of total adspend 95                  44%

Newspaper share of total adspend 95           39%

Magazine share of total adspend 95           4.5%

Estimated total adspend 96 USdollars m**      517

Estimated total adspend 97 USdollars m**      549

Compound average growth 97v95**               6.6

*Constant 1994 prices

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South Africa

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Population 94 (m)                            40.4

GDP USdollars bn 95                           136

Adspend as % of GDP 95                       1.01

Total adspend 95 USdollars m*               1,249

TV share of total adspend 95                38.9%

Newspaper share of total adspend 95         27.4%

Magazine share of total adspend 95          15.7%

Estimated total adspend 96 USdollars m**    1,339

Estimated total adspend 97 USdollars m**    1,411

Compound average growth 97v95**               6.3

*Constant 1994 prices

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Greece

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Population 94 (m)                            10.4

GDP USdollars bn 95                          86.5

Adspend as % of GDP 95                       1.88

Total adspend 95 USdollars m*               1,489

TV share of total adspend 95                65.3%

Newspaper share of total adspend 95         11.1%

Magazine share of total adspend 95          13.8%

Estimated total adspend 96 USdollars m**    1,646

Estimated total adspend 97 USdollars m**    1,708

Compound average growth 97v95**               7.1

*Constant 1994 prices

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Finland

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Population 94 (m)                             5.1

GDP USdollars bn 95                         102.9

Adspend as % of GDP 95                        0.8

Total adspend 95 USdollars m*                 815

TV share of total adspend 95                20.4%

Newspaper share of total adspend 95         54.8%

Magazine share of total adspend 95          17.4%

Estimated total adspend 96 USdollars m**      954

Estimated total adspend 97 USdollars m**      952

Compound average growth 97v95**               8.1

*Constant 1994 prices

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Indonesia

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Population 94 (m)                           192.2

GDP USdollars bn 95                           205

Adspend as % of GDP 95                        0.7

Total adspend 95 USdollars m*               1,316

TV share of total adspend 95                48.3%

Newspaper share of total adspend 95         32.5%

Magazine share of total adspend 95           6.6%

Estimated total adspend 96 USdollars m**    1,418

Estimated total adspend 97 USdollars m**    1,534

Compound average growth 97v95**                 8

*Constant 1994 prices

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Singapore

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Population 94 (m)                             2.9

GDP USdollars bn 95                          75.8

Adspend as % of GDP 95                       0.94

Total adspend 95 USdollars m*                 702

TV share of total adspend 95                34.5%

Newspaper share of total adspend 95         50.5%

Magazine share of total adspend 95             6%

Estimated total adspend 96 USdollars m**      754

Estimated total adspend 97 USdollars m**      806

Compound average growth 97v95**               7.2

*Constant 1994 prices

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Malaysia

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Population 94 (m)                            19.3

GDP USdollars bn 95                          79.9

Adspend as % of GDP 95                       0.91

Total adspend 95 USdollars m*                 703

TV share of total adspend 95                31.8%

Newspaper share of total adspend 95         56.4%

Magazine share of total adspend 95           5.9%

Estimated total adspend 96 USdollars m**      788

Estimated total adspend 97 USdollars m**      889

Compound average growth 97v95**              12.4

*Constant 1994 prices

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Thailand

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Population 94 (m)                            59.4

GDP USdollars bn 95                         164.5

Adspend as % of GDP 95                       1.09

Total adspend 95 USdollars m*               1,690

TV share of total adspend 95                46.2%

Newspaper share of total adspend 95         30.1%

Magazine share of total adspend 95           8.4%

Estimated total adspend 96 USdollars m**    2,051

Estimated total adspend 97 USdollars m**    2,637

Compound average growth 97v95**              24.9

*Constant 1994 prices

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India

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Population 94 (m)                           901.5

GDP USdollars bn 95                         301.6

Adspend as % of GDP 95                       0.47

Total adspend 95 USdollars m*               1,295

TV share of total adspend 95                31.8%

Newspaper share of total adspend 95             -

Magazine share of total adspend 95              -

Estimated total adspend 96 USdollars m**    1,482

Estimated total adspend 97 USdollars m**    1,706

Compound average growth 97v95**              14.7

*Constant 1994 prices

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China

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Population 94 (m)                         1,196.4

GDP USdollars bn 95                         656.8

Adspend as % of GDP 95                       0.54

Total adspend 95 USdollars m*               3,035

TV share of total adspend 95                24.1%

Newspaper share of total adspend 95         24.4%

Magazine share of total adspend 95           2.1%

Estimated total adspend 96 USdollars m**    3,897

Estimated total adspend 97 USdollars m**    4,807

Compound average growth 97v95**              25.9

*Constant 1994 prices

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South Korea

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Population 94 (m)                            44.5

GDP USdollars bn 95                         432.4

Adspend as % of GDP 95                       1.32

Total adspend 95 USdollars m*               5,453

TV share of total adspend 95                  28%

Newspaper share of total adspend 95           40%

Magazine share of total adspend 95           3.8%

Estimated total adspend 96 USdollars m**    6,120

Estimated total adspend 97 USdollars m**    6,741

Compound average growth 97v95**              11.2

*Constant 1994 prices

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Taiwan

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Population 94 (m)                            21.1

GDP USdollars bn 95                         273.1

Adspend as % of GDP 95                       1.16

Total adspend 95 USdollars m*               3,052

TV share of total adspend 95                39.4%

Newspaper share of total adspend 95         39.4%

Magazine share of total adspend 95           6.1%

Estimated total adspend 96 USdollars m**    3,310

Estimated total adspend 97 USdollars m**    3,500

Compound average growth 97v95**               7.1

*Constant 1994 prices

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Hong Kong

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Population 94 (m)                             6.2

GDP USdollars bn 95                         151.4

Adspend as % of GDP 95                       1.34

Total adspend 95 USdollars m*               1,859

TV share of total adspend 95                47.9%

Newspaper share of total adspend 95         30.3%

Magazine share of total adspend 95          11.8%

Estimated total adspend 96 USdollars m**    1,977

Estimated total adspend 97 USdollars m**    2,125

Compound average growth 97v95**               6.9

*Constant 1994 prices

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Philippines

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Population 94 (m)                              67

GDP USdollars bn 95                          72.9

Adspend as % of GDP 95                       0.61

Total adspend 95 USdollars m*                 412

TV share of total adspend 95                56.2%

Newspaper share of total adspend 95             -

Magazine share of total adspend 95              -

Estimated total adspend 96 USdollars m**      486

Estimated total adspend 97 USdollars m**      529

Compound average growth 97v95**              13.4

*Constant 1994 prices

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