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The two major players in the subscription TV arena, Hong Kong Cable and NOW Broadband TV, are now reaching over 70% of the total TV market. Share of viewing to subscription TV has grown to 38% for the first six months of 2009 in 1,644,200 homes. In 2009, the total TV universe consists of 2,281,000 households.
Hong Kong
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Actual
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%
|
|
Population
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7,045,768
|
|
|
Total Homes
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2,292,508
|
|
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Household Size
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3.1
|
|
|
TV Homes
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2,281,162
|
99
|
|
Multichannel Homes
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1,642,437
|
72
|
|
Internet Users
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4,878,713
|
69
|
Source: CASBAA, SNL Kagan, CSM, Internet World Statistics (as of September 2009)
Total advertising expenditure in Hong Kong decreased by just 0.76% year-on-year in the first half of 2009, but June spend rose 1.6%. The total estimated net ad spend for the first six months, as measured by admanGo, was HK$11.7 billion (US$ 1.5 billion). June’s figure was HK$2.08 billion (US$267 million).
Television is still the most popular medium. TV held 35.75% of media spend in the first half compared with 29.33% for newspapers and 14.95% for magazines. Among client sectors, restaurants showed the most significant growth in ad spend (up 30%) along with toiletries (28%) and cosmetics (15%). Banking was the top client category despite a 16% drop in spend in the first half. In the top 10 categories, beauty, slimming and the travel industry were the only other two to register a decline.
Audience measurement is conducted by CSM, which monitors all available channels via a 650-TV-homes people meter panel (approximately 2,000 individuals) reporting minute-by-minute channel viewing. This tender is up for grabs in 2011 and analysts hope the new contract will expand the scope of the data. Currently, the panel under-represents the growing elite audiences in Hong Kong but the quarterly PAX survey is able to demonstrate that 70% of all upmarket individuals watch subscription TV every month.|
For overview of Hong Kong advertising regulations please go to : http://www.casbaa.com/hong_kong.aspx
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