Adex recovery likely this year

TheStar Mon, Jan 11, 2021 09:20am - 3 years View Original


Potential catalysts: Bala says there are growth drivers which will be positive to the industry.

PETALING JAYA: Amid the resurgence and a sharp spike in Covid-19 cases coupled with looming uncertainties, not all is doom and gloom for the domestic advertising and media industry.

As the industry is closely correlated to the economy, there are growth drivers that would spur it this year despite potential constraints.

Media Specialists Association (MSA) president Chanchal Chakrabarty Pic below) said after a drop of about 18% in advertising expenditure (adex) in 2020, a 50% recovery in adex is expected this year and a growth of about 9% in line with the gross domestic product (GDP) projection of 6% to 8% for the year.

Chanchal: There are positive signs on the horizon with the vaccines expected to be available soon.Chanchal: There are positive signs on the horizon with the vaccines expected to be available soon.

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