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StarHub is the leading subscription TV platform, carrying more than 140 channels. The Media Development Authority has made it mandatory for subscription TV operators to carry free-to-air channels, giving free-to-air TV an automatic foothold in this market. While StarHub carries the entire suite of MediaCorp's TV channels, SingTel's IPTV service Mio TV carries MediaCorp's HD5 (High Definition TV). Mio TV also launched its VOD service in August 2008. Customers are now able to watch the latest episodes of US prime-time shows within 24 hours of US broadcast.
Singapore
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Actual
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%
|
|
Population
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4,616,604
|
|
|
Total Homes
|
1,114,808
|
|
|
Household Size
|
4.1
|
|
|
TV Homes
|
1,109,740
|
100
|
|
Multichannel Homes
|
630,000
|
50
|
|
Internet Users
|
3,104,900
|
60
|
Source: CASBAA, SNL Kagan, StarHub, SingTel, Internet World Statistics (as of September 2009)
Data shows that subscription TV achieved a 37% share of all people viewing, reaching nearly 57% of all TV homes by mid 2009, equating to nearly 630,000 TV households.
Advertising spending in Singapore fell 6.4% in the last quarter of 2008 year on year. According to the Nielsen Company, total ad spend for TV, print, outdoor and cinema, but excluding Internet, in those three months amounted to S$525.1 million (US$364.2 million), down by S$35.8 million (US$24.8 million). Amid the global recession, some experts predict this year's advertising budgets may shrink by 15% to 20%.
Audience measurement is provided by TNS Singapore. Data from the panel shows the audience tending towards a female upscale, with average share of viewing at 39% for the first six months of 2009. Synovate’s PAX survey also shows an upscale profile to subscription TV audiences with 84% of elites watching regional TV in the past week.
For overview of Singapore advertising regulations please go to: http://www.casbaa.com/singapore.aspx
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