Thursday, July 31, 2008

廣告喜與憂

禤中怡恭賀《AM730》創刊3周年,祝願繼續獲讀者支持。當然,免費報紙的另一個老闆就是廣告客戶,無收入又怎樣生存呢?但盧社長撰文話首要做好內容,有讀者認同,才可取得廣告商的信任,禤中怡亦認為是持續經營下去的不二法門。

其實,今年本地廣告市場續好景,admanGo話上半年廣告開支高達117.8億元,比去年同期上升逾17.33%,所有廣告媒體均有增長,當中報紙廣告升16.88%,雖然不及電台的36%升幅,但基數相對較大,已算不俗。除了延續去年經濟好而加大budget外,相信有奧運盛事支撐也助一把,起碼官方和非官方贊助商都要花點功夫,為自己公司的銷售和奧運拉上關係,希望多做點生意。但香港廣告客戶協會年初調查,預計今年廣告支出預算平均增長25%,逾半廣告客戶擬增支出,對比07年度,每名客戶廣告宣傳預算金額平均增140萬元。半年過去,增長幅度不及預期,是之前預測太樂觀,還是市場出現變化?

同廣告界朋友談起,他話大環境可能不俗,卻嘆道自己今年上半年的總和,竟相等於去年生意最旺的月份所得收入總額!回想去年隨時要一周數晚「通頂」,今年卻是連OT也沒有出現過。究竟是他自己的問題,還是暗存隱憂。

至於遠方的英美廣告市場更是雪上加霜。英國廣告從業者協會(Institute of Practitioners in Advertising)第二季廣告景氣報告《The Q2 2008 Bellwether Report》更形容企業連續第三個季度向下調整廣告預算,而預算下降速度正加速,更屬2001年911恐怖襲擊以來最大衝擊。主因企業成本上升,銷售放慢,即是盈利能力被削弱,當然要勒緊褲頭,首當其衝必然是廣告預算。

美國廣告市場更續惡化,市場憂慮五大廣告客戶美國通用汽車(General Motors)、寶潔(P&G)、啤酒商Anheuser-Busch、可口可樂(Coca-Cola)和日產汽車(Nissan)或削減廣告預算,原來他們一年貢獻美國廣告業金額逾100億美元,即約780億港元!外界關注寶潔新上任的環球市場總裁Marc Pritchard,此人一向專注財務,特別是節省成本方面,難免惹來削減廣告支出的猜測。至於美國汽車銷售受經濟打擊影響,故傳日產北美在新一個年度減1億美元廣告使費,而捱打的通用汽車於05至07年度已實施降低媒體支出近10億美元的緊縮措施,試問未來怎不要繼續勒緊荷包應戰。

這種情況會令人聯想到總公司要調整廣告策略,不但是美國,亞洲區會否殃及池魚呢?此外,廣告客戶上半年催谷以奧運為主題的商業推廣,下半年市況會否轉弱呢?或許香港廣告客戶協會不妨做個中期調查,究竟是否需要調整年初的樂觀預測。

(7月31日刊於《am730》)

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