Relaxation of social

distancing drives growth

in local adspend
With the easing of the fifth wave of the epidemic, the HK government began to relax social
distancing measures in late April this year. Economic activities have gradually returned to normal
while the new issue of 2022 consumption voucher (phase 1) in April gave the industry a further
push by encouraging promotion activities. Local adspend in May and June recorded an increase of
0.9% and 2.6% YOY respectively. Monthly increases were also seen in Q2 with April, May and June
recording an increase of 8.7%, 18.6% and 5.2% MOM respectively.

In terms of media, adspend in major media such as TV and Social Media recorded a notable YOY
growth in Q2. TV adspend went up by 3.2% YOY in Q2. While Facebook's adspend marked a 5.3%
YOY growth, an increase of 51.8% YOY was recorded in Instagram, resulting in a total of 15.7%
YOY growth in Social Media adspend in Q2. Although adspend in other media such as
Newspapers, Mobile and Desktop had not yet reached last year's level, all recorded MOM
increases in Q2.

十大最高廣告支出行業 (2022年 第二季) 香港總廣告支出 (2022年第二季)

Top 10 Industries (Q2 2022) Total Adspend in Hong Kong (Q2 2022)
按月變化率 Monthly Growth
排名 2021年排名 行業 按年變化率 5.2%
Rank Rank in 2021 Industries YOY 18.6%
Banking & Investment Services
1 1 銀行、信用卡及投資服務 -2%
8.7%
以港幣十億元計(HKD in billion)

Pharmaceuticals & Healthcare 2

2 2 藥物及醫護
24%
Toiletries & Household
3 3 浴室及家居用品 -6%
4 4 Property & Real Estate 地產 -11%

Cosmetics & Skincare -11% 1

5 5
化妝及護膚用品
6 7 Retail 零售 23%

7 8 Electrical Appliances 電器 13%

8 6 Beverages 飲品 -18%
0
Health & Beauty Food  四月(Apr) 五月(May) 六月 (Jun)
9 10 6%
健美食品及補充劑

10 11 Insurance 保險 1%

*Adspend is the advertising spending which is calculated based on the rate cards
provided by the media owners. All adspend figures in this report have taken into
consideration the discount factor based on an assumption of 75% off rate card rate.
Actual discounts may vary.
** admanGo’s di g i tal adspend moni tori ng coverage only i ncl udes di spl ay ads. Search ads i s not part
of our coverage.

July 2022    P.1 *** Soci al Medi a Adspend (Facebook, Instagram & YouTube Branded Content Adspend) i s i ncl uded i n
thi s report.
****  House Ads are excl uded from the calcul ati on of adspend i n thi s report.
 Consumption Voucher benefits
Retail and Electrical Appliances
adspend rise in Q2
Among the Top 10 industries with the highest 十大最高廣告支出品牌集團 (2022年第二季)
Top 10 Advertiser Groups (Q2 2022)
adspend in Q2, adspend of Banking &
排名 品牌 集團 按年變化率
Investment Services ranked No. 1, with a YOY Rank Advertiser Groups YOY
decrease of 2%. Yet adspend for the industry
1 Proctor & Gamble / P&G (寶潔) -22%
had been increasing on a monthly basis after
the relaxation of social distancing measures, 2 HSBC Group (匯豐集團) 6%

with a 21.2% MOM growth in May, and 6.4% in 3 DFI Retail Group 23%
June. Two of the Top 10 Advertiser Groups with (DFI零售集團)
Vita Green Health Products
the highest adspend were both in the banking 4
(維特健靈健康產品)
15%

industry. Adspend in HSBC Group recorded a 5 17%

Samsung
6% YOY growth, while Citigroup saw a YOY
6 Walt Disney (華特迪士尼) 56%
decrease of 6% in Q2.
7 A.S. Watson Group (屈臣氏集團) 55%

At 2nd Place, adspend of Pharmaceuticals & 8 LVMH Group 39%

Healthcare went up by 24% YOY in Q2, 9 Citigroup (花旗集團) -6%
accounting for the highest increase among the
10 Shiseido Group (資生堂集團) -2%
Top 10 industries. Adspend in May and June
increased by 15.2% and 7.2% MOM respectively. Muscle & Bones accounted for the highest proportion in
the industry with a 33.7% YOY growth in Q2. In addition, benefiting from the distribution of the 2022
consumption voucher (phase 1) in April, both Retail and Electrical Appliances also stepped up their
promotional activities in Q2, with a YOY increase of 23% and 13% in adspend respectively.

Among the Top 10 Advertiser Groups, Walt Disney’s adspend in Q2 increased by 56% YOY, accounting for
the highest growth among the Top 10. Its adspend was mainly focused on Disney+ streaming platform,
while the reopening of cinemas in April has also called for the promotion of films such as Doctor Strange 2
and Lightyear. The 7th-ranked Watsons Group's adspend in Q2 increased by 55% YOY, within which
ParknShop accounted for the largest proportion of the group's adspend. Other Top 10 Advertiser Groups
which recorded YOY growth included DFI Retail Group in 3nd (23%), Vita Green Health Products in 4th
(15%), Samsung in 5th (17%) and LVMH Group in 8th (39%).

*Adspend is the advertising spending which is calculated based on the rate cards
provided by the media owners. All adspend figures in this report have taken into
consideration the discount factor based on an assumption of 75% off rate card rate.
Actual discounts may vary.
** admanGo’s di g i tal adspend moni tori ng coverage only i ncl udes di spl ay ads. Search ads i s not part
of our coverage.

July 2022    P.2 *** Soci al Medi a Adspend (Facebook, Instagram & YouTube Branded Content Adspend) i s i ncl uded i n
thi s report.
****  House Ads are excl uded from the calcul ati on of adspend i n thi s report.