advertising market in malaysia - Malaysian Communications And ...

advertisinG ma r k e t in ma l a y s i a
Print media for example, has taken its content online and has made local paper Utusan, one of the
most popular Malay newspapers viewed by users, with an average 40 million monthly page views,
which is a tremendous reach for advertisers.
Sites Average Monthly Page Views Average Monthly Unique Users
Utusan Online 40,000,000 3,300,000
Kosmo Online 6,700,000 440,000
Mangga Online 2,800,000 102,000
ManggaTV 2,000,000 40,000
Kareer.com.my 274,000 110,000
Tutor Online 198,000 60,000
Source: “Perfisio – The Makings of a Challenger Brand” by ADOI Marketing Communications Magazine, April 2008
Another growing ad opportunity is the radio. This medium has reached 14 million listeners
(aged 10 years and above), representing 54% of Malaysia’s 26 million population. Out of the total
adex in 2007 (RM5.46 billion), radio advertising revenue amounted to 4.4%. However, Malaysia’s
advertising revenue is still below regional average of 8%.
According to Survey 1 of Nielsen’s Radio Audience Measurement (RAM) 2008, radio adex market
share increased to 5.5% (January to April 2008), and AMP holds 50% of its market share with 10.4
million listeners (71% of overall radio listeners on weekly basis). The number one radio channel in
the country is ERA which tops at 4.7 million listeners (29.5%), followed by MyFM with 2.1 million
listeners and Hitz at 1.1 million listeners.
Advertising rates are still low compared with TV and print, hence companies should take advantage
of this avenue. Today, radio can take listeners from car to mobile and online. In fact, morning show
programmes command more listeners than any other time of the day. According to the Survey 2 of
Nielsen’s RAM 2008, AMP alone reaches 73% of 14.4 million listeners in the morning, maintaining
the number one spots across the four primary languages of Malay, English, Chinese and Tamil
stations.
Across the Asia Pacific region, radio advertisements increased an average of 32% in 2007, ahead
of other media of TV and print. Comparatively, in UK, 31.4% listened to radio digitally (that is,
through DAB, DTV or Internet) while 11.6% listened through their mobile phones.
New Types of Media Advertising
Online Behaviour in Malaysia
A study on online behaviour in Malaysia notes that, 61% of the Malaysian Internet users have
more than five years experience online 36 . These Internet users have been identified in five different
segments of online users namely; Embracers, Fun Explorers, Info Hounds, Online Transactions and
Socials.
36 “Omnicom, Yahoo! Identify Online Behaviour of Malaysia” by ADOI Marketing Communications Magazine, June 2008; “Billion this Year with 8%
Increase” by Bernama.com, 12 August 2008
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