ASN's report (Q4-17) illustrates the calmer growth of Sponsorship and Content in Asia in 2016, and how it has maintained its share of all media spend in Asia in the last year.

1. STATE OF THE NATION
Sponsorship Market Forces in Asia

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The ASN Index: Sponsorship Spend
ASN
INDEX
6% growth
YoY in ’16
9% growth
forecast in
‘17

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The ASN Index: Sport/Non-sport split
Explosion of Non-
sport sponsorship
looks to have run out
of steam (-7% in ‘16)
Sport sponsorship
has recovered (13%
in ‘16); similar
forecast in ’17
Split has gone from
71/29 in ‘12 to
41/59 in ‘16

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The ASN Index: Sponsorship Volume
The number of deals has increased in line with value (5% YoY in ‘16)

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ASEAN+HK: Average Deal Values
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Insight: more
Sponsorship
platforms
emerging but
investment
not following
suit

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Category Spend: Predictable (’12-’16)
Outliers (+ve)
Retailer: 5.1% to 7.4%
Pharma: 1% to 2.2%
Outliers (-ve)
Telco: 6.3% to 4.4%
Cons. Electronics: 5.2% to
3.7%
Photographic Equipment: 1.3%
to 0.5%
Top 5 categories have not changed rank in last 3 years (All platforms; all markets)

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Where is Content & Sponsorship heading?

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Sponsorship Vs Traditional Media: Asia
Sponsorship’s share of All Media spend in Asia eased from 6.2% to 5.7%

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