Print ad spend to drop 5% in 2025 as digital dominates: analyst

Digital advertising segment is projected to expand by 6.3% in 2025.

Singapore's ad spend is forecasted to grow by 4% in 2025, but print media share may continue to decline, according to Dentsu.

In its report, Dentsu noted newspaper ad spend may fall by 5.1% and magazine ad spend to drop by 8.7%; whilst the digital advertising segment is projected to expand by 6.3% in 2025, Dentsu noted.

In terms of media segmentation, Dentsu said that Out-of-Home advertising is expected to grow by 10%, reaching $219.6m (US$164m) in 2025, reflecting a renewed interest in physical media, as consumer mobility returns to pre-pandemic levels.

Combined, print ad spend will total $171.4m (US$128m) in 2025, down from $180.7m (US$135m) in 2024, underscoring the shift towards digital content consumption.

A consumer survey, conducted in January–February 2024, revealed that 83% of respondents in Singapore access news online, whilst only 20% rely on print media, Dentsu reported.

In the audio media sector, radio ad spend is forecasted to grow modestly by 1.2%, reaching US$129m in 2025, Dentsu highlighted.

Despite this slow growth, MediaCorp remains dominant, attracting 3.9 million weekly radio listeners, highlighting the enduring relevance of audio content.

Within digital categories, video advertising is projected to grow by 3.8%, reaching $274.5m (US$205m), Dentsu said, reflecting the popularity of video content for brand engagement and consumer acquisition.

Search advertising is expected to experience 7.9% growth, totaling $340m (US$254m) in 2025, as businesses continue investing in search engine optimization and paid search strategies.