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Taiwan has the most successful pay TV market in Asia. Subscription TV viewing has over three-quarters of audience share, 78% in all TV homes, rising to an 86% share of viewing in subscription TV homes. In the first half of 2009, subscription TV’s share of viewing was consistently high across all demographic groups, but significantly peaks among business professionals with the largest audience share of 90% in all TV homes, which increases to 93% in subscription TV homes. There is also a slight bias towards a younger audience, especially the 20- to 29-year-old segment.
Taiwan
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Actual
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%
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Population
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23,096,317
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|
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Total Homes
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7,653,537
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|
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Household Size
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3.0
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|
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TV Homes
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7,618,742
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100
|
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Multichannel Homes
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7,085,430
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93
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Internet Users
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15,143,000
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66
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Source: CASBAA, SNL Kagan, AGB NMR, Internet World Statistics (as of September 2009)
AGB NMR (Taiwan) has been providing TAM data to the industry since 1994, currently based on a panel of 1,800+ TV households (or 6,500+ individuals) distributed throughout the country. The panel includes 1,600 subscription TV homes and covers 77 channels. Commercial spots are logged and there are many sophisticated software solutions available for planning.
Because of the high penetration, subscription TV profiles are fairly flat, although Synovate does conduct the PAX survey in Taipei, which shows 93% of all respondents have watched a regional cable or satellite channel in the previous month. Financial services and priority banking products are typical of the profile as is ownership of luxury items such as watches and media gadgets.
For overview of Taiwan advertising regulations please go to: http://www.casbaa.com/taiwan.aspx
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