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Malaysia's Advertising Market Up 9 Pct In First Half 2007 |
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Written by Administrator
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Wednesday, 01 August 2007 |
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Gross advertising expenditure in Malaysia grew by nine percent to RM2.4 billion in the first half of 2007 compared to the same period last year, according to information and media firm The Nielsen Company.
Newspapers and terrestrial television continued to secure the largest share of total advertising spending, at 59 percent and 29 percent respectively, Nielsen said in a statement Tuesday.
Following behind were radio at five percent, magazines at three percent, outdoor at two percent, and point-of-sale and cinema, both at one percent.
KUALA LUMPUR, July 31 (Bernama) -- Gross advertising expenditure in Malaysia grew by nine percent to RM2.4 billion in the first half of 2007 compared to the same period last year, according to information and media firm The Nielsen Company.
Newspapers and terrestrial television continued to secure the largest share of total advertising spending, at 59 percent and 29 percent respectively, Nielsen said in a statement Tuesday.
Following behind were radio at five percent, magazines at three percent, outdoor at two percent, and point-of-sale and cinema, both at one percent.
Andrea Douglas, executive director of Nielsen Media Research, Malaysia, said with an expansion in the advertising market, and favourable growth in the Malaysian economy, advertiser sentiment has been positive in the first half of 2007.
She said advertising spending for the full year is expected to outperform that of last year, with activities such as Visit Malaysia 2007 and the 50th Merdeka celebrations, coupled with the anticipated strengthening of the economy in the second half of the year.
According to Nielsen, the increase in advertising spending in the first half of 2007 was seen across all media, with terrestrial television at 11 percent, radio (19 percent), cinema (27 percent) and point-of-sale (36 percent) recording double-digit growth.
Categories contributing to the overall growth included bank/finance, hair shampoo/conditioner, local government institutions, investment companies, automotive and tourism.
Nielsen said in the first half of 2007, advertising spending in newspapers grew almost seven percent compared with last year, reaching RM1.4 billion.
This was the result of increased spending in the finance/finance, local government institutions, investment companies and residential estate categories, it said.
By category, classified ads continued to dominate with 11 percent growth, reaching RM332 million in the first half on this year, Nielsen said.
The mobile line service category, with a total spending of RM163 million, remained in the second place, it said.
Local government institutions ranked as the third largest category, up by 21 percent to reach RM74 million, supported by increased spending on road safety and health by ministries such as the Transport Ministry, Health Ministry, and Youth and Sports Ministry.
Source : BERNAMA |
