Local Adspend in Q3 2023

reached 7.46 billion

According to admanGo, the total adspend in Hong Kong for the third quarter of 2023
reached 7.46 billion. The Hong Kong economy has continued its recovery throughout
the year, driven by a full reopening and increased mainland Chinese tourism. However,
rising interest rates and deteriorating external conditions have slowed down the pace
of local economic recovery. Although local adspend experienced YOY declines of 3.7%
and 6.6% in July and August respectively, we saw a 2.6% YOY increase in September.
With the festive season and government-led economic revitalization measures set to
boost spending, it is expected that many advertisers will allocate more resources to
promotional campaigns to drive sales.

In terms of media, adspend on Social Media saw the highest YOY increase, with a
significant 12% rise during the third quarter, Mobile and Outdoor adspend experienced
YOY increases of 7% and 4% respectively. On the other hand, TV adspend dropped by
22% YOY, making it the media category with the steepest decrease.

十大最高廣告支出行業 (2023年 第三季) 香港總廣告支出 (2023年第三季)

Top 10 Industries (Q3 2023) Total Adspend in Hong Kong (Q3 2023)
按年變化率 Yearly Growth
排名 2022年排名 行業 按年變化率
Rank Rank in 2022 Industries YOY 3.7%
6.6% 2.6%
Banking & Investment Services
1 1 -15%
銀行、信用卡及投資服務
Pharmaceuticals & Healthcare
以港幣十億元計(HKD in billion)

2 2 藥物及醫護 2%
2
Toiletries & Household
3 3 浴室及家居用品 -7%

4 Cosmetics & Skincare 0%

5
化妝及護膚用品
5 9 Restaurants 餐廳 12%

6 6 Retail 零售 -2% 1

7 8 Health & Beauty Food 4%

健美食品及補充劑
8 7 -3%
Food 食品
9 19 Travel & Tourism Services 旅遊 99%

Property & Real Estate 0

10 4 -28%
地產 七月(Jul) 八月(Aug) 九月(Sep)

*A d s p e n d i s t h e a d v e r t i s i n g s p e n d i n g w h i c h i s c a l c u l a t e d b a s e d o n t h e r a t e c a r d s
p r o v i d e d b y t h e m e d i a o w n e r s . A l l a d s p e n d f i g u r e s i n t h i s r e p o r t h av e t a ke n i n t o
consideration the discount factor based on an assumption of 75% off rate card rate.
A c t u a l d i s c o u n t s m ay v a r y.
* * a d m a n G o’s d i g i t a l a d s p e n d m o n i t o r i n g c o v e r a g e o n l y i n c l u d e s d i s p l a y a d s . S e a r c h a d s i s n o t p a r t
of our coverage.
October 2023 P.1 * * * S o c i a l M e d i a A d s p e n d ( Fa c e b o o k , I n s t a g r a m & Yo uTu b e B r a n d e d C o n t e n t A d s p e n d ) i s i n c l u d e d i n
this report.
**** House Ads are excluded from the calculation of adspend in this report.
Travel Adspend Almost Doubled YOY

Among the Top 10 Industries with the highest 十大最高廣告支出品牌集團 (2023年第三季)

Top 10 Advertiser Groups (Q3 2023)
adspend, Travel & Tourism Services (ranked 9th
排名 品牌 集團 按年變化率
in adspend) experienced a remarkable 99% Rank Advertiser Groups YOY
YOY increase in the third quarter. This increase Vita Green Health Products
1 (維特健靈健康產品) 11%
is the highest among the Top 10 Industries in
terms of growth rate. Notably, among the Top 2 DFI Retail Group (DFI零售集團) 6%

10 Advertiser Groups, Cathay Pacific (ranked 3 -17%

HSBC Group (匯豐集團)
10th in adspend) recorded a 233% YOY
increase in adspend during the period, which is 4 P&G (寶潔) 9%

also the highest growth rate among the Top 10 5 Samsung 4%

Advertiser Groups. These figures reflected the
6 Maxim's Caterers (美心集團) -7%
industry's intensified advertising efforts in the
third quarter to capitalize on the first post- 7 Hang Seng Bank (恒生銀行) -6%

pandemic summer travel season. 8 LVMH Group 30%

9 McDonald's (麥當勞) 114%

Additionally, Restaurant (ranked 5th
10 Cathay Pacific (國泰航空) 233%
in adspend) also saw a 12% YOY increase in
adspend, making it the second-highest growth rate among the Top 10 Industries. In particular, McDonald's
(ranked 9th in adspend) increased adspend by 114% in the third quarter, ranking 2nd in terms of growth rate
among the Top 10 Advertiser Groups. Adspend for Health & Beauty Food (ranked 7th in adspend) and
Pharmaceuticals & Healthcare (ranked 2nd in adspend) saw YOY increases of 4% and 2% in the third
quarter respectively. Amongst which V ita Green Health Products recorded a 11% increase in adspend during
the third quarter.

Property developers had to readjust its marketing strategies for new property sales due to factors such as
rising interest rates and economic uncertainties. Consequently, adspend in Property & Real Estate (ranked
10th in adspend) in the third quarter experienced the highest YOY decrease (-28%) among the Top 10
Industries. Banking & Investment Services (ranked 1st in adspend) experienced a 15% YOY decrease in
adspend during the third quarter. In the Top 10 Advertiser Groups, HSBC Group (ranked 3rd in adspend) and
Hang Seng Bank (ranked 7th in adspend) recorded YOY decreases of 17% and 6% respectively.

Most of the Top 10 Advertiser Groups saw YOY growth in adspend during the third quarter. DFI Retail Group
(ranked 2nd in adspend) increased adspend by 6%. Other Top 10 Advertiser Groups with YOY increases
included P&G (9%), Samsung (4%), and LVMH Group (30%).

*A d s p e n d i s t h e a d v e r t i s i n g s p e n d i n g w h i c h i s c a l c u l a t e d b a s e d o n t h e r a t e c a r d s
p r o v i d e d b y t h e m e d i a o w n e r s . A l l a d s p e n d f i g u r e s i n t h i s r e p o r t h av e t a ke n i n t o
consideration the discount factor based on an assumption of 75% off rate card rate.
A c t u a l d i s c o u n t s m ay v a r y.
* * a d m a n G o’s d i g i t a l a d s p e n d m o n i t o r i n g c o v e r a g e o n l y i n c l u d e s d i s p l a y a d s . S e a r c h a d s i s n o t p a r t
of our coverage.
October 2023 P.2 * * * S o c i a l M e d i a A d s p e n d ( Fa c e b o o k , I n s t a g r a m & Yo uTu b e B r a n d e d C o n t e n t A d s p e n d ) i s i n c l u d e d i n
this report.
**** House Ads are excluded from the calculation of adspend in this report.