For the majority of countries in Asia Pacific, official primetime television starts at 6pm and finishes at 11pm*. Taking a closer look at viewing habits around the Asia Pacific region, however, the time slot when the bulk of viewers tune in is between 8pm and 9pm, when close to one third of the Asia Pacific# population (32%) is watching television.

Strong economic growth, more affluent populations and changing societies have transformed the way consumers throughout the Asia Pacific region shop for their groceries and other goods.

Growth in consumers’ use of social media is changing the media landscape across the world. In Asia Pacific it has become increasingly important for advertisers to understand what is driving this change and leverage its growing popularity.

Social media usage has seen unprecedented growth in Asia Pacific in the past year and is now one of the most critical trends in the online sector, according to Nielsen’s Asia Pacific Social Media Report.

Driven by strong economic performances and rapidly improving consumer confidence levels in the first quarter of 2010, media advertising activity across 12 Asia Pacific markets surged by 18% – the second consecutive quarter of positive growth.

Many economists believe that Asia has been at the forefront of the global economic recovery, and new research from The Nielsen Company indicates that in terms of advertising spend, the recovery is in full swing in a large part of the region.

Like shoppers around the world, consumers across Asia Pacific have become focused on saving and reducing debt this year, and as a result, have become less inclined to spend on bigger ticket items and out-of-home-entertainment.

Overall ad spending stayed afloat in Q1 ‘09 vs. Q1 ‘08
Toward the end of 2008, the global downturn was adversely impacting advertising spending throughout many key markets around the world, with Europe and the Americas struggling more than others.  The exception to this was Asia Pacific (APAC), which appeared to be relatively impervious to the worst of the downturn. Beginning in late 2008, and escalating as the first quarter of 2009 unfolded, the majority of APAC markets were finally succumbing to declining economic conditions with substantial declines in advertising activity. …

With economic uncertainty, a declining real estate market and a depreciating currency, South Korea felt the full impact of the global recession in 2008.  Ad spending fell 8 percent versus 2007 – the largest drop of the 12 countries Nielsen analyzed in Asia – with a drop of 19 percent in the fourth quarter.  All outlets – TV, newspapers, magazines and radio – saw declines in spending.
Ad spending in the largest category – financing, insurance & securities – not surprisingly dropped 13 percent in 2008, while construction & real estate …

The economic decline has affected most parts of the world, but some have been hit harder than others.  One region that seems to be holding its own is Asia Pacific (APAC).  Although consumer confidence in APAC has declined in recent months, those declines have generally not been as steep as in Europe or North America.  Eight of the twelve markets for which Nielsen tracks ad spending posted growth in 2008 over 2007.  That said, most of the markets were registering declines by the fourth quarter.
Main media, defined by Nielsen as …