If Nielsen's latest figures are anything to go by, it was a phenomenal double-digit growth year for Malaysian advertising in 2010 with over RM9 billion in Adex (advertising expenditure) recorded.
Adex growth of 15.8% in 2010 exceeding the forecast of 12.5% and is a record high according to Nielsen.
Free-To-Air (FTA) tv also outdid itself when its share of adex grew 18.2% to RM2.9 billion. Interestingly, media buying giant GroupM's Girish Menon told local papers that FTAs entire growth was a result of rate increases.
While Nielsen measure only 6 website properties for Internet adex totalling RM52 million, other tracking specialists have recorded RM148 million in 2010 and they are predicting to hit RM222 million in 2011. What a whopper for Online advertising!
Newspapers grew their share of adex with RM3.9 billion in ad spend, a 14.2% increase from the previous year.
Pay TV adex totalled RM1.95 billion in 2010, powering its debut into the adex charts because Nielsen started tracking them in 2010.
Now here's an interesting conculsion by ADOI: we regard Pay tv and FTA tv as TV. So in combination the TV category chalked up RM4.85 billion, clearly outstripping Newspapers at RM3.8 billion to become the bigger category and new Lion in the adex pie in 2010!
|Rank Top 10 Adspend by Brand |
(Ranked by Dec'10)
|Dec'10 vs Nov'10 |