Nielsen Report: more than half of The Star’s readers are 15-39

The latest Nielsen Consumer & Media View 2021 readership report shows The Star averaged 4.64 million weekly readers for both its print newspaper and ePaper. 

Young readers aged 15-39 made up over 50% of The Star’s readers. The paper’s racial demographics were 51% Malay, 34% Chinese and 15% Indian and others. 

About 99.7% of readers reside in central urban areas, with seven in 20 readers living in either Kuala Lumpur or Petaling Jaya. Parents also represented a major part of The Star’s readers with almost five in 10 having at least one child under the age of 18. 

Star Media Group (SMG) chief business officer Lydia Wang (picture) says, “The Star has been a driving force in providing our readers the means to connect with many brands. It has also been a persuasive tool to nurture brand awareness and even loyalty.”

According to the report, most readers have the final say in household purchases, with 63% identified as decision-makers, while 64% decide on their household’s consumer products. Professionals, managers, executives and businessmen (PMEB) took up over half of total readers. 

In terms of affluence, one in six readers have an average monthly household income of RM15,000 and above, with nearly 50% of all readers averaging a monthly household income over RM9,000.

“SMG is well placed to understand clients’ needs and help them achieve their marketing goals. With our SMG Brand Studio, we can offer effective end-to-end, 360° marketing solutions,” Lydia adds. 

According to Reuters Institute Digital News Report 2022, The Star is the nation’s most trusted English news portal, which provides a physical presence for established brands to reach millions of high-income readers each week and allow businesses to raise their presence among Malaysia’s affluent demographics. 

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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