Tuesday, August 17, 2010
ADEX HEADS NORTH
KUALA LUMPUR, August 17 (Bernama) -- Advertising expenditure (adex) in Malaysia breached the RM3.5 billion mark for the first time in the first half of 2010, according to Carat Media Services (M) Sdn Bhd.
The figure marked a year-on-year growth of 22 per cent, said the company using data sourced from Nielsen.
Month-on-month adex growth stood at six per cent, at RM681,000 from RM644,000 previously, Carat Media said in a statement today.
"Of significance is Internet adex growth of 81 per cent between May and June 2010," it said.
Among the top adex categories, mobile line services continued to be the biggest spender with RM150.2 million, up by 12 per cent year-on-year, followed by face care-woman at RM101.9 million, government institutions-local at RM99.6 million, and hair shampoo and conditioner at RM88.1 million.
The first half adex looked promising for newspapers which recorded a growth of 18 per cent compared to five per cent of adex contraction in the same period last year, Carat Media said.
English papers grew a significant 19 per cent year-on-year while Chinese papers grew 22 per cent with all titles increasing their adex and adex for Malay papers continued to be strong, it said.
Free-to-air TV recorded the most impressive TV adex growth of 29 per cent year-on-year to reach RM1.3 billion in first half of 2010, Carat Media said.
Radio adex grew 24 per cent to reach RM184.1 million in the first six months of this year, the company said.
"Of significance is the performance of Chinese-language stations within the top 10 station. Chinese radio stations account for 37 per cent share, marginally lower than Malay-language radio stations (38 per cent)," it said. -- BERNAMA