|
Growth in subscription TV remained robust in Malaysia in 2008 with 2.65 million homes or 50% of TV households subscribing to digital satellite services from the Astro platform. The share of viewing for subscription TV in Astro homes rose to 75% in 2008 and represents about 35% of viewing of TV.
Malaysia
|
Actual
|
%
|
|
Population
|
28,119,283
|
|
|
Total Homes
|
6,097,637
|
|
|
Household Size
|
4.6
|
|
|
TV Homes
|
5,518,361
|
91
|
|
Multichannel Homes
|
2,743,000
|
50
|
|
Internet Users
|
16,902,600
|
60
|
Source: CASBAA, SNL Kagan, ASTRO, Internet World Statistics (as of September 2009)
Malaysia’s advertising market in 2008 grew an overall 13% to finish the year at RM6.2 billion (US$1.7 billion rate card). This was thanks to strong performance in the first half of the year, which helped to counter the effects of the economic slowdown in the second half.
Television ad spend hit RM2.2 billion (US$600 million) for 2008. Increases were driven by growth from categories such as Mobile Interactive Services, Mobile Line Services, Toothpaste and Tonics/Vitamins.
Subscription-TV airtime is mainly sold by Astro or, in some cases, by the individual channel’s dedicated sales teams. There is a 10-minute-per-hour limit on commercials and some restrictions on content such as alcohol and tobacco.
Advertising revenues reached RM150 million (US$43.92 million) in 2008, around 12% of total TV-advertising revenue and growth projections remain strong.
‘All TV’ audience measurement is conducted by AGB NMR via a Peoplemeter panel of 1,000 homes. However, there is some discontent in the advertising community regarding the size of the sample measuring subscription TV. Currently, 400 Peoplemeters are measuring over 110 channels in a very diverse market.
For overview of Malaysia advertising regulations please go to: http://www.casbaa.com/malaysia.aspx
|