Astro banks on its English viewers

(Marketingmagazine.com.my) – Astro sees value in its English viewership. As its inaugural English trade event the media giant aimed to shed some light on Astro’s English audience – a segment that has long been misconstrued for its lack of viewership and costliness.

Astro credited its new audience measurement system by Kantar Media, DTAM, to have a representative sample that reflects its English viewership on Astro.

According to its research, English is bigger than what most people think with 31% of total ad expenditure in Malaysia banked on English media. English contributed 80% share of total movie GBO revenue.

92% of English viewers were on Astro, totaling to 7.2 million viewers watching Astro’s English content every day.

Sharing his insights on this issue, Astro’s Chief Operating Officer, Henry Tan highlighted 4 key points during his speech:

1) There are more English viewers than readers in Malaysia
2) English viewers are more valuable to advertisers
3) Higher viewership in same-day broadcasts
4) English channels enable more effective targeting via segmentation.

To back these claims, Henry shared that English viewership was 4 times more than readership, although according to Adex English newspapers garner 8 times more Adex share than TV.

Additionally, Henry explained that half of the English viewers were from affluent households with monthly incomes above RM5K; making them more progressive with strong purchasing power.

With these findings, Astro unveiled new strategic spot buys and creative sponsorships on Astro’s new English line up.

Three new spot buys, Momentum targeted at the mass consumers, Velocity targeting masstige consumers and Radience targeting the prestige consumers were introduced.

The company has also extended its content offering for those looking for a more creative content integrations with programmes such as How Do I Look Asia, TLC Festival, Are You Tough Enough? and Shark Tank.

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