Malaysian advertising expenditure FH 2014

ADVERTISING expenditure in Malaysia during Jan-June (FH) 2014 has been estimated as RM6.8 billion, reflecting a 14% growth over the RM5.99 billion achieved during the comparable first half of 2013.

TV and press (newspapers) commandeered 95% of this advertising revenue, with PAY-TV reflecting the single highest market share 38%. Followed by press (newspapers) 34% and Free-to-AirTV with 23%.

These figures have been gleaned from the latest update from Carat, quoting advertising expenditure data provided by Nielsen (refer to pie-chart).

Radio obtained 3% share of this pie, with magazines and in-store media recording 1% apiece. Cinema recorded a negligible fraction, while the data-provider has temporarily stopped reporting out of home since January 2014 (according to Carat). Despite the hype and buzz, internet ad-expenditure still remains marginal.

Over the past four years, cable/satellite channels (pay-TV) have recorded the most significant growth, both in revenue $ volume and % market share. Growing from 20.3% (RM1.95 billion) in Jan-Dec 2010 to around 36% (RM 4.91 billion) in Jan-Dec 2013.http://www.thesundaily.my/news/1130640