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sweetener by 21 percent and cooking oil
by a whopping 78 percent.
“Obviously these Private Label categories
are gaining traction and winning market
share. And their presence is driving
down prices for the benefit of consumers
who are eager to trim their expenses to
manage through the tough times,” said
Öijer, adding that retailers can leverage
Private Label to draw more shoppers into
their stores and drive overall sales.
Öijer pointed out that Private Label
products have most success where
manufacturers have lost the edge in
creating real or perceived added value,
price is the only differentiator, true
innovation is scarce and there is plenty
of production capacity. Among the top 10
most penetrated Private Label products,
four were launched as recently as 2008
- make-up remover, facial tissues, dry
pasta and batteries – and command a
value share of over 10 percent, proof of
consumers’ warm reception to cheaper
options.
Price
difference
is
the
strongest
proposition for Private Label, with an
average price gap of about 30 percent
between the top 10 penetrated Private
Labels and the branded products in
Malaysia, in line with global trends.
In emerging markets such as Czech
Republic, Hungary and Slovakia, the price
difference can be as high as 40 percent.
The development of Private Label in
Asia Pacific markets remains relatively
slow compared to European and North
American markets. Nielsen measured
a total of 4,716 private label product
categories in 21 European nations in
2007, a testament to the maturity of these
developed markets. In the Unites States,
Private Label share of trade exceeds 15
percent.
25
MediaWatch
Radio
Maintains
Widespread
Reach
As at September 2008, Adspend
on Radio Recorded 23% Increase
Outperforming the Total
Advertising Market
Despite
the
media
The study shows that a total of 15 million
platforms, radio remains popular in
people (see Table 1) tune in weekly,
Peninsular Malaysia. According to a
representing 92 percent of the total
Nielsen Radio Audience Measurement
population of people aged 10 years and
(RAM) study by The Nielsen Company,
above in Peninsular. On average, 12
nine in 10 people aged 10 years and above
percent (1.99 million) of Malaysians listen
tune-in to the radio every week.
to radio in any given 15 minute time slot
26
proliferation
of
The ever-growing number of new channels on
Malaysian airwaves is testament to radio’s
mass appeal and staying power.
10 percent reach, followed by aifm at four
percent (see Table 3).
hitz.fm tops the English channels with a
weekly reach of 873,000 (5.3%) followed
GVY^d6Y:mIgZcYNI9HZei'%%%"'%%-
by MIX fm (493,000), Fly Fm (470,000),
(&-]hemj^^cgVY^d6Y:mdkZgi]ZaVhi.nZVgh
LiteFM (439,000) and TraXXfm (61,000)
(&-]hemj^
li$(&&&
GBb^a
(see Table 3).
'&+#&
''%
The Tamil channel, minnalfm reaches
&,+#&
an audience of over three percent (see
&,%
Table 3). The two Bi-lingual channels THR
&)(#,
&'(#+
&'%
..#,
&'.#%
Raaga/THR Gegar and red 104.9 continue
&%.#%
to gain ground, attracting increased
-*#+
weekly listeners of 2.9 million (17.5%)
,%#)
,%
and 95,000 (0.6%) respectively in sweep 2
2008 (see Table 3).
GVY^d6Y:m
'%
'%%%
'%%&
'%%'
'%%(
'%%)
'%%*
Meanwhile, advertising spending on radio
'%%-
'%%,
'%%+
in the first nine months of 2008 recorded
"(%
double-digit growth of 23 percent to
NI9HZei
HdjgXZ/C^ZahZc6YkZgi^h^c\>c[dgbVi^dcHZgk^XZ6>H
RM216 million – outperforming the total
Chart 1: Radio Advertising Spending Trend
advertising market (excluding classified
ads) which recorded a 19 percent increase
against the same period last year. The
throughout the day and an average radio
MY FM continues to stay ahead of other
listener tunes in for 22 hours a week (see
growth is driven by increased spending by
Chinese channels with a 13 percent reach
Table 2).
food retail, bank/finance, fast food centre,
or 2.2 million listeners. 988 maintains its
automotive
second spot among Chinese channels at
supplies (see Table 4).
Across the Malay channels, ERA continues
to score the highest reach with 27.5%
tuning in weekly (4.5 million listeners),
trailed closely by hotfm capturing 26.3%
(4.3 million listeners). SINAR sees an
uptake in reach from 16.2% (2.6 million) in
the previous survey to 20.4% (3.3 million)
in Sweep 2, 2008 (see Table 3).
Klasik Nasional retained its seventh place
eighth spot with its reach of 5.7 percent
(936,000) listeners. In the twelfth position
overall is IKIM, reaching 734,000 (4.5%)
listeners. Suria fm sees an uptake in
reach to 569,000 (3.5%) weekly listeners
compared to the previous survey (see
pharmacy/medical
Table 1: Audience Reach by Race
Sw1 2008
Base: individuals aged 10 years & above
Sw2 2008
Base: individuals aged 10 years & above
Indian/
Malay Chinese
Others
Total
Malay
Total
Chinese
Indian/
Others
Base ‘000
Listeners %
16,065
90.8
9,935
92.9
4,492
85.5
1,638
92.1 16,407
91.9
10,175
94.6
4,560
86.5
1,672
90.5
Listeners ‘000
14,581
9,231
3,842
1,509
15,083
9,625
3,945
1,513
Source: Nielsen Radio Audience Measurement (RAM)
Table 2: Average Audience and Average Time Spent
overall, capturing 9.3 percent (1.5 million)
listeners, while Muzikfm claimed the
and
Sw1 2008
Base: individuals aged 10 years & above
Total
Malay
16,065
12
9,935
8
Ave. Listeners ‘000
1,933
1,296
Ave. Weekly
Time Spent (hours)
22
23
Base ‘000
Ave. Listeners %
Sw2 2008
Base: individuals aged 10 years & above
Indian/
Chinese
Others
Total
Malay
Indian/
Chinese Others
4,492
2
1,638
2
16,407
12
10,175
8
4,560
2
1,672
1
380
258
1,990
1,378
384
227
16
28
22
24
16
25
Source: Nielsen Radio Audience Measurement (RAM)
Table 3).
27
Radio has maintained its share of total
Table 3: Channel Weekly Reach Audience
advertising market (excluding classifieds)
in Malaysia at over five percent matching
the same period last year (see Table
4) and recorded an impressive 207
percent increase in advertising spending
compared to the corresponding period in
2000 (see Chart 1).
Andrea Douglas, Executive Director for
Nielsen Media Research, The Nielsen
Company, Malaysia commented, “The
ever-growing number of new channels
on Malaysian airwaves is testament
to radio’s mass appeal and staying
power” She further added, “It will be
interesting to see radio increase its
share of advertising spending and at the
same time provide more opportunities to
advertisers for niche targeting.”
S2 2008
Overall Participating Channels
Ranking
1
ERA
2
Hotfm
3
SINAR
4
THR Raaga/THR Gegar
5
MY FM
6
988
7
Klasik nasional
8
Muzikfm
9
KELANTANfm
10
hitz.fm
11
KEDAHfm
12
IKIM
13
Aifm
14
Suria fm
15
Minnal fm
16
MIX fm
17
Fly Fm
18
LiteFM
19
Xfresh
20
TERENGGANUfm
21
PERAKfm
22
PAHANGfm
23
MUTIARAfm
24
JOHORfm
25
MELAKAfm
26
KLfm
27
asyikfm
28
SELANGORfm
29
NEGERIfm
30
red 104.9
31
PERLISfm
32
TraXXfm
33
LANGKAWIfm
Average weekly reach audience
S1 2008 %
‘000
29.5
4,739
26.7
4,297
16.2
2,608
15.4
2,479
13.3
2,139
10.3
1,655
7.8
1,250
6.4
1,025
5.3
848
7.0
1,125
4.5
723
4.9
793
3.5
557
2.9
459
4.1
662
2.6
425
4.0
639
2.4
384
3.4
544
2.6
422
2.5
395
1.7
274
1.0
165
1.4
226
1.0
158
1.4
225
0.5
73
0.6
99
0.6
102
0.5
75
0.6
95
1.1
180
0.3
47
S2 2008
%
‘000
27.5
4,519
26.3
4,314
20.4
3,339
17.5
2,872
13.4
2,204
10.4
1,706
9.3
1,522
5.7
936
5.4
878
5.3
873
4.9
799
4.5
734
4.2
686
3.5
569
3.3
538
3.0
493
2.9
470
2.7
439
2.5
404
2.2
357
2.1
348
1.5
244
1.4
229
1.3
211
1.1
178
1.1
175
1.0
164
0.7
116
0.6
101
0.6
95
0.6
91
0.4
61
0.4
58
Source: Nielsen Radio Audience Measurement (RAM)
Table 4: Advertising Spending (display ads only1) Jan-Sep 2007 & 2008
Jan-Sep 2007
(RM)
About The Nielsen Company
The Nielsen Company is a global information
and media company with leading market
positions in marketing information, media
information, online intelligence and mobile
measurement. For more information, please
visit, www.nielsen.com.
Total
Radio
FTA TV2 Newspaper (display ads only)1
Others (Magazine, Cinema, Posad ,
Outdoor & Internet) 3 Jan-Sep 2008
(RM)
% YOY
Growth
3,381,967,910 4,011,616,520 +18.6
176,062,805
216,097,523 +22.7
1,225,698,432 1,540,307,770 +25.7
1,724,192,012 1,974,702,924 +14.5
256,014,661
280,508,303
+9.6
% Share
Jan-Sept 2008
100.0
5.4
38.4
49.2
7.0
Source: Nielsen Advertising Information Service (AIS)
Notes:
*Nielsen Media Research measures advertising spending based on published rate cards. Outdoor advertising is based
on actual billings by five media operators.
1
Advertising
spending figures reported above are based on display ads only i.e. excludes classifieds.
2
Nielsen Media Research monitors advertising spending on terrestrial (free-to-air) television only.
3
Internet
spending (recently released from Jan 2008 onwards) is based on submissions from the following websites
i.e. MSN Malaysia, Yahoo Malaysia, Forbes Malaysia, Utusan Online, Kosmo Online, Mangga Online, Sinchew-I, Guang
Ming Online, Sin Chew Online, Soccerfanz, Kooky and Mysinchew
28
MediaBrokers
TM
Media Brokers is the trademarked name of Perception Media Sdn.Bhd
Airtime Marketing Company for Asian Food Channel
Call to find out more:
ad for bq.indd 1
Aziz Hamdan mobile+6019-310 0699 l [email protected]
12/9/08 9:24:56 AM
Total Market Coverage
Puan Sri Maimon Arif Patail
Enticing
Eclectic
Ensemble
An innovative company is
helping customers make
a statement of sorts – but with
a range of tantalizing tiles
By Chris Krishna
Call it an eclectic collection as we stomp
manufactures and distributes a range of
into the world of tiles.
homogeneous porcelain tiles, mosaics
The repertoire deserves to be labelled
a ‘collection’ of sorts because the mix
includes eye-popping shapes, textures,
colors, materials, sizes and intensities.
And they are ‘Branded’ as well!
and ceramic tiles under the masterbrand MML, and a range of themed subbrands as well.
‘We started in 1964 when Kowa Co. Ltd.
of Japan and A. Clouet & Co. of France
formed a joint venture in Malaysia to
While the company behind the collection
create the company’s and Malaysia’s first
may exude a persona that is considerably
mosaics manufacturing plant. Today, we
corporate, Malaysian Mosaics Berhad
are a public-listed, fully-owned Malaysian
30
Customers opt for textures and colors to
support their corporate image...
company,’ says Puan Sri Maimon Arif
plain or textured, the choice reflects the
Patail, MML’s General Manager, Corporate
values and proclivities of the user.
Affairs.
MML’s entire repertoire boasts more
Make no mistake – to the uninitiated tiles
than 100 designs and thematic concepts
may be...tiles. But to MML, a calculated
for bathrooms, bedrooms, and living and
strategic plan is infused in marketing the
dining areas.
entire range.
‘We have also played a critical role in
MML’s generates its business from two
furnishing KLIA and countless high-end
streams – B2B and B2C. The company’s
housing projects throughout Malaysia.
product range covers ceramic wall, floor,
Our tiles can be seen on the exterior and
porcelain, designer, paving, exterior, and
interior of reputable commercial and
landscape tiles of various shades and
corporate structures in many parts of
sizes.
Malaysia,’ says Maimon.
Corporate or consumer – both targets can
Although the norm is to produce and
send signals about their intent, and make
distribute standard designs, MML has
a statement through tiles. Large or small,
taken this a step further to design
customized tiles as well. ‘We often cater to
the requirements of our clients. They may
require tiles of specific designs, textures
and colors to support their corporate
image or execution of a particular theme,’
explains Maimon.
Deliveries are made direct for large
orders while an extensive retail network
channels
the
range
for
consumers
throughout Malaysia.
It is obvious that differentiation is a source
of MML’s competitive advantage. As a
market leader, it needs to consistently
energize and refresh its range with
designs that will continue to elicit interest
and support from customers.
31
The Olympiad collection features textured
surfaces fused with nature-inspired colours.
MML has also executed marketing
The Spring Collection 2009 was inspired
practices that are at best a rare
by three well-defined fashion trends:
occurrence in this industry.
ethnic geometric motifs, iridescence and
textures.
Case in point: The company recently
hosted a lifestyle event titled InSTILE
Distinct brand names were assigned for
and unveiled its Spring Collection 2009.
the sub-collections. The Maya collection
The event was also used to appreciate
includes contemporary geometric motifs
its business partners – developers,
combining the feel of solid forms with
architects,
visually fluid movements; the Olympiad
designers,
and
interior
decorators.
collection features textured surfaces
fused with nature-inspired colours; and
Interestingly though, InSTILE involved
the Meteora collection features bold
collaborating with two leading iconic
colours with iridescence light intensities.
fashion brands, Tag Heuer and Jendela KL,
to stage fashion shows during the event.
The intent is obvious – geometric motifs,
And there were music performances by
textures and iridescence will signal
Juwita Suwito and Atilla to amplify the
MML’s fashion statement for tiles come
experience.
2009. And tiles that look ‘metallic’, now
the rage in Italy, is expected to find favour
among Malaysians next year.
‘The sense of fashion is distinctive to the
individual,’ explains Maimon. ‘At MML, we
take pride in offering the widest range of
fashion tiles to suit every homeowner’s
individual preference.’
MML tiles, widely recognised as exceeding
international standards, are exported to
North America, Europe, Japan, Australia,
and the Middle East.
Four decades have passed since inception,
and the MML brand continues to soar
given its inherited core values and work
culture – Japanese dedication to quality
and French excellence in customer
service.
32
ad for bq.indd 3
12/9/08 9:25:05 AM
Malaysia Fact Sheet
Synovate
PAX
Results:
Malaysia
Synovate Malaysia revealed the annual
Japan. The exercise was conducted from
Malaysia results from its long-running
Q3 ’07 to Q2 ‘08 and Synovate spoke with
Pan Asia Pacific Cross Media Survey
over 1700 Malaysian respondents to get the
(Synovate PAX) for 2008.
2008 results.
The Synovate PAX survey tracks affluent
The survey claims to be a comprehensive
Asians across 11 markets in Asia Pacific
guide for Asia’s media owners, agencies and
- Malaysia, Singapore, Hong Kong,
marketers to understand affluent Asians,
Korea, Malaysia, Thailand, Indonesia,
typically the top 20 percent of society based
Philippines, Taiwan, India, Australia and
on monthly household income.
34
Synovate PAX answers key questions such as:
Which media are affluent Malaysian residents reading and watching?
Which personal and household items do elite Malaysians currently own?
Which products do they intend to purchase?
What are the lifestyle choices of wealthy Malaysians?
About media consumption and digital habits among
Malaysia’s digital savvy
82% read local paid newspapers, third highest in the region after Bangkok
(84%) and Singapore (83%) while over a quarter read news or business
magazines
After movies (74%), the TV programmes watched most regularly are news
and business (73%) followed by travel and lifestyle programmes (66%)
Friendster is the most popular social networking site with 54% using it in
the past 30 days followed by Facebook at 32% and Windows Live Spaces
(MSN Spaces) at 29%
About Malaysian attitudes –
Good news for advertisers and
high-end retailers
Respondents were asked if they agree
with a variety of statements. The results
for those saying they agree or agree very
About household and personal ownership of quality
items in Malaysia
57% own a laptop computer (the highest in the region)
53% of affluent Malaysians own a mobile phone with internet
access and camera functions
27% have LCD or Plasma TVs in their homes
12% own a hybrid mobile phone, such as PDA
much with the statements are:
67% of elite Malaysians believe that
paying extra for quality is worthwhile
30% have greater trust in products they
have seen advertised
66% agree that adverts are a good way to
learn about new products and services
Close to half (49%) of wealthy Malaysians
agreed that it was important to them to
have the most modern appliances in their
homes
44% find shopping to be a fun-filled activity
About travel and Malaysia’s affluent
while over half of well-off Malaysians like
21% of Malaysia’s affluent have taken one or more business trips
to treat themselves to something special
8% have been on five or more business trips, the highest in the
even though it is expensive.
region
33% have enjoyed 1 leisure trip in the past 12 months, up 3%
About Synovate
Synovate, the market research arm of Aegis
Group plc, generates consumer insights that
drive competitive marketing solutions. More
information on Synovate can be found at www.
synovate.com
35
A Synovate Malaysia Report
Malaysian consumers attitudes towards the economy and prices
36
37
38
Brand Spokesperson
Enriching
a Personal
Brand
Popular model Amber Chia
explains what it takes to
nurture and add value to one’s
personal brand image
By Chris Krishna
Communicating a brand’s attributes and
Among others, brand owners continue
entrenching the key proposition in the
to engage the popular and famous to
mind can be done in many ways. But
accelerate brand adoption and deliver
it’s the urgency in adoption that matters
loyalty. Whilst paid ambassadorship
given that consumers are operating in an
helps control the brand message, what
era of extensive options.
remains important is the continuing
39
And safeguarding her image includes
being responsible and disciplined at
several fronts.
eminence of the person engaged to
that I could bring home the title and have
speak up for the brand. The point is – it’s
my picture showcased in 70 countries.
uncontrollable.
But since then, confidence is the driver of
Though we have cringed over the
everything I do,’ says Chia.
scandalous antics of brand ambassadors,
On or off the Catwalk, the celebrity is the
incidents remains rare.
face of selected popular brands. The list
‘As a brand ambassador, I pay considerable
attention to my image, both personal and
professional. Managing my reputation is
(in addition to Guess) includes, Gintel,
Pensonic, Designer Alvin Tay, Celebrity
Fitness and Salabianca.
important to sustain my popularity and
‘It
demand,’ says Amber Chia, Malaysia’s
ambassador. I have, on occasion rejected
popular model and brand ambassador.
lucrative offers to endorse products that
It was in the late nineties, and at 17 that
she headed for the bright lights of Kuala
Lumpur to realize her dream of becoming
a model. Having been at it for over 9
is
challenging
to
be
a
brand
do not fit my image. That includes baby
products, homecare brands, condoms
and a healthcare range for men,’ says
Chia.
years, she is often courted by companies
Conceding that she has a sexy image,
to be their brand’s spokesperson.
Chia asserts that it’s the interpretation
contain naturally derived ingredients,’
that matters. ‘I remain ‘healthy sexy’ for
she says.
Her turning point came in 2004 when
Chia won the Guess international brand
ambassador contest. She topped models
from over 70 countries. ‘I never imagined
Celebrity Fitness, ‘arrogant sexy’ for Alvin
Tay and ‘confident sexy’ for Guess,’ she
explains.
Having tasted success at an early age
Chia is now looking further afield. She has
But there’s passion in what she does. ‘20
enrolled in an acting school in New York
hour days are not unusual for me. My
and is headed for the city this month. An
days can be filed with lots of activities at
assignment with Ford Modeling agency is
times. Do I get tired? Not at all because I
also part of the itinerary.
love what I do,’ says Chia.
Meanwhile, she continues to work outside
And safeguarding her image includes
Malaysia. Busy days in Taiwan, China,
being responsible and disciplined at
Singapore and Hong Kong are part of her
several fronts. Chia says she is committed
diary as well.
to consuming healthy food; her favorites
include Sushi & Caesar salad.
At 26, Chia is a brand ambassador to be
reckoned with. And she acknowledges
She reads fashion and health & fitness
that her personal brand image has to be
magazines to keep abreast of the latest in
nurtured over time.
the space. ‘I must exercise everyday and
indulge myself at the Spa to maintain a
healthy body. I must not only look good
but feel good as well,’ she adds.
40
And complacency has no room in her life.
‘There is no limit to what I can do. My
big dreams are inspired by a ‘never try,
never know’ attitude. And there is much
to be learnt in the journey of life. And my
So what’s Chia’s favorite cosmetic brand?
success must be an inspiration to others
‘Brand regardless, I prefer products that
as well,’ says Chia.
ad for bq.indd 6
12/9/08 9:25:12 AM
Sports Sponsorship
Kuna Senathirajah
Creating
World Class
Champions
By Chris Krishna
Say
the
lies in aligning the company or brand to
corresponding values that spring to life
‘sports’
in
general
and
a matching sporting event. And matching
include energy, dynamism, confidence,
calls for delivering a strategic fit between
zing, and among others, vitality.
values associated with the sport and the
Values represented by a particular
brand’s values as well.
sport are a gold mine to brand builders
At the global level, companies and their
because of the opportunities they provide
brands most often associated with sports
through associating their brand with the
include Shell, Nike, Adidas, Gillette and
game or event.
Coca Cola.
Sports present an effective way for
On the local front, Nestle’s Milo leads in
corporations to market themselves and
the sports sponsorship arena; include
their brand portfolios. The catch though
Petronas with F1 and the list is set
42
It needs to move fast and be
reckoned with as well. Making a
statement that is unassailable is
part of the game as well.
to grow. And CIMB’s ambition is best
signalled by the brand’s relationship with
Nicol David. Endorsing a world class
champion is simply reflective of CIMB’s
corporate culture, and its penchant for
excellence as well.
Among others, a company that’s staking
a claim in the list is Qi Ltd. With regional
offices in Malaysia, Hong Kong, and
Singapore, Qi’s portfolio covers retailing,
travel, interactive marketing, financial
services, education and consulting.
The Hong Kong-headquartered Qi moved
year old doing 160 mph on the race
track; and yet to get his driving license!’
he exclaims.
QI’s affair with motor racing ascended
several notches when the company
sponsored the only Asian team, QiMeritus Mahara, in the GP2 Series in Asia
Jaafar, who secured the attention of the
and the Middle East. Incidentally, GP2 is
media overnight and became a poster pin-
positioned as the strategic gateway to
up celebrity, has become an inspiration
F1.
for his legion of fans. ‘Any young person
dreaming for success will look to him for
inspiration,’ says Senathirajah.
its backroom operations to Malaysia
The company’s sponsored drivers, Italian
Luca Filippi and Hiroki Yoshimoto from
Japan, became as a winning combination
in Indonesia and Malaysia.
last year. And the company was then a
‘On our part, we have scored a huge
relatively unknown entity.
success. And it is our very first tie-up with
Senathirajah affirmed that supporting
Jaafar. Associating our corporate brand
young talents in motor racing is part of
with a potential world-class champion
their long-term strategy. ‘The investment
says very much about our strategic intent
is certainly cost-intensive,’ he admits.
as well,’ he adds.
‘Our reward is making champions of
So the corporate brand needed to
make inroads, and fast. Awareness and
heightened recognition became critical
in its intent to establish a tenable image.
‘Building our corporate brand was
But the sponsorship seems to suggest a
young talents.’
plethora of related goals. The company is
Though sitting pretty on a turnover of
operating in a fast-paced environment.
RM800 million, Qi has not been idle. The
And it needs to move fast and be reckoned
company is involved in developing eco-
with as well. Making a statement that is
tourism in Pahang at an estimated cost
unassailable is part of the game.
of RM250 million.
But there were other means to expose
And were there other sponsorships?
the corporate brand. The repertoire
‘We also presented the internationally-
included print ads, an online presence,
renowned ‘Disney on Ice’ show in
‘We moved into sports to support young
sports jackets, billboards, motor racing
Malaysia this year,’ says Senathirajah.
world-class champions. It was exciting
accessories, flyers, and to top that all, on
when we sponsored Jazeman Jaafar, the
the F1 racing car as well.
When asked about Qi’s future plans,
Then curiosity kicked-in. ‘What’s Qi?’
be moving a lot faster in the coming years.
people asked. It affirmed that the pathway
‘We will continue to break new ground
says Senathirajah.The man’s excitement
to recognition was bearing fruit. But this
and ensure that our brand recognition
about Jaafar is understandable. ‘A 14-
was not to be a one-off sponsorship.
will ascend.’
clearly in our list of priorities, but we
opted for a different pathway,’ says Kuna
Senathirajah, Qi’s director of investment
management.
Qi’s corporate tagline, ‘Creating Synergy’
persuaded investment in the high stakes
and fast-paced motor racing arena.
youngest Formula BMW Asia champion
in the history of the series worldwide,’
Senathirajah says that the company will
43
Media Expenditure
Mainstream
Media Leads
…while Internet penetration
doubles in five years
Mainstream
The Nielsen Media
Index continuously
tracks media
consumption,
product ownership,
demographics
and lifestyle
information.
44
to
“Traditional media such as print, TV and
dominate the Malaysia media scene with
media
continues
radio still command a high reach among
TV and radio reaching over 90 percent
the general population, but Internet
of the population and newspapers 54
will become a more integral part of the
percent. Internet penetration has also
media mix while this medium continues
doubled in five years, now reaching two
to grow in this market,” said Andrea
in 10 of the population, according to the
Douglas, Executive Director for Nielsen
latest findings from Nielsen Media Index
Media Research Malaysia.
survey.
The Nielsen Media Index continuously
Newspapers
tracks media consumption, product
The
ownership,
overall
daily
readership
of
and
newspapers stands at 54 percent of the
lifestyle information. The latest survey
population aged 15 years and above in
interviewed a representative sample
Peninsular Malaysia (see Table 1). The
of 10,000 individuals aged 15 years and
growing newspapers readership over
above in Peninsular Malaysia over a
the last five years is driven primarily
continuous period from July 2007 to June
by
2008.
Harian Metro in particular leads overall
demographics
Bahasa
Malaysia
dailies
(28%).
The growing newspapers readership over
the last five years is driven primarily by
Bahasa Malaysia dailies (28%).
newspaper readership and the Bahasa
“Malaysians are opting for online news
21 percent this year, with almost four in
Malaysia newspaper segment at a reach
for faster and constant updates, as
10 users spending between one to two
of 15 percent (see Chart 1).
seen by the 35 percent growth in online
hours on the Internet every day. Apart
newspaper readership over a year,
from the more common features such as
reaching one million readers”, says
email, surfing and information gathering,
Douglas. “However, news seekers have
the popular activities for netizens are
Following Harian Metro as the second to
fourth most read Bahasa Malaysia dailies
are Berita Harian, Utusan Malaysia and
not abandoned the traditional medium as
Kosmo at eight, seven and three percent
nine in 10 readers still obtain their news
respectively (see Chart 1).
Among
English
dailies,
via a hard-copy”.
The
Star
Increasing Internet penetration goes
readership. Both NST and The Sun
hand in hand with increased Internet
maintained their readership at two
usage. According to the Nielsen Media
percent, and Malay Mail at less than one
Index, Past week1 Internet users rose to
percent (see Chart 2).
Radio
Total radio listenership remains high
– reaching out to 92 percent of the
population, according to the latest Nielsen
Radio Audience Measurement (RAM)
study. Among radio channels, ERA tops
Chart 1
the list with 28 percent reach, followed by
Increase in Harian Metro readers contribute to
the growth in overall BM dailies readership
%
20
BM titles reach 28% of the population
11
11
11
11
11
9
Read yesterday
Harian Metro
15
14
15
10
by message/chat/blogging (45%) and
reading newspaper/magazines (35%).
Internet
maintained its lead with eight percent
online TV/music/games (47%), followed
12
Berita Harian
9
9
9
Utusan Malaysia
7
5
3
3
2008
Kosmo!
1
0
2004
Base ‘000: 13,139
2005
2006
2007
13,284
13,428
13,976
THR Gegar, MY FM and 988 ranked third
to sixth position. Ranked seventh overall,
Klasik nasional is RTM’s top channel,
followed by Muzikfm, KELANTANfm,
KEDAHfm and aifm.
Free-to-air (FTA) and Pay-TV
Total TV viewing remains popular at 94
8
8
hotfm at 26 percent. SINAR, THR Raaga/
14,289
percent viewership. Among the free-to-air
channels, TV3 continues to be in the lead
by reaching 73 percent of the population,
followed by RTM2 at 52 percent, RTM1 at
42 percent and NTV7 at 40 percent. TV9
Base: Adults aged 15+
Source: Nielsen Media Index
and 8TV’s viewership are at 32 percent
and 31 percent respectively.
Table 1: Media Reach
Sin Chew Daily continues to lead the
Chinese dailies at eight percent, followed
by China Press at five percent. Guang Ming
Daily and Nanyang’s readership stands at
two percent respectively (see Chart 3).
Among the Tamil dailies, Nanban stays
ahead of Tamil Nesan with its two percent
readership.
(Base: people aged 15+ in Pen. M’sia) July’06-June ‘07
Media
(‘000)
Reach %
TV (yesterday)
13,047
93
Radio (past week)*
12,611
90
PosAd (past month)
9,270
66
Newspapers (yesterday)
7,695
55
Magazines (past month)
3,821
27
PowerScreen( past month)
3,389
24
Internet (past week) 2,554
18
Cinema (past 2 weeks)
592
4
Vision Four Guide (past 3 months)
618
4
July’07-June ‘08
(‘000)
13,416
13,208
9,143
7,667
3,803
3,170
2,937
617
393
Reach %
94
92
64
54
27
22
21
4
3
% Var
+1
+2
-2
-1
-2
+3
-1
Source: Nielsen Media Index and *Nielsen Radio Audience Measurement (Sw2’07 & Sw2’08)
45
Past two-week cinema goers recorded a four
percent reach. Cinema patrons are more likely
to be white collar workers and students.
As for Pay-TV Astro, its Family Package
is still the most popular with seven in 10
subscribers watching channels within
this
package.
Meanwhile
Yesterday2
viewership for satellite channels has
grown from a reach of 20 percent to 33
percent in the past five years.
“A plethora of TV channels are available
for the audience in Malaysia now, with an
About The Nielsen Company
The Nielsen Company is a global information
and media company with leading market
positions in marketing information, media
information, online intelligence and mobile
measurement. For more information, please
visit, www.nielsen.com.
Chart 2
The Star leads among English dailies readership
average of 20 channels received at home
compared to an average of 11 channels
five years ago. The average number of
channels viewed per person has also
%
12
English titles reach 9% of the population
10
period,” added Douglas.
8
PowerScreen
6
PowerScreen reaches 41 percent of the
aged 20-29 years and with high monthly
household income.
Sixty four percent of the population has
visited an outlet with Posad media in the
past four weeks. Posad media with the
highest reach are Sound Ads and Trolley
Ads, at 61 and 56 percent respectively.
Vision Four Viewing Guide
Vision Four Viewing Guide, reaching three
percent of the population in the past three
months, is likely to attract PMEBs, those
with high monthly household income,
Cinema
3
2
2
2004
four percent reach. Cinema patrons are
more likely to be white collar workers and
students.
46
2
2
1
1
1
0
2
2
2
1
1
Malay Mail
2
1
1
2005
2006
2007
2008
13,284
13,428
13,976
14,289
Base: Adults aged 15+
Source: Nielsen Media Index
Chart 3
Sin Chew Daily readership stable, continues to
lead the pack
%
12
Chinese titles reach 18% of the population
Read yesterday
Sin Chew Daily
10
9
9
5
6
6
3
3
3
8
8
8
China Press
8
6
4
2
Past two-week cinema goers recorded a
8
The Sun
4
people who invests in mutual fund/unit
trusts, and air travelers.
8
New Straits
Times
Base ‘000: 13,139
Posad
8
7
population in market centres. It attracts
PMEBs, other white collar workers, those
The Star
9
more than doubled during the same
Read yesterday
2
2
1
2
5
2
1
2
Nanyang
3
2
1
0
2
Guang Ming
5
2
2
1
1
Kwong Wah
2
1
2004
2005
2006
2007
2008
Base ‘000: 13,139
13,284
13,428
13,976
14,289
Oriental Daily
News
Base: Adults aged 15+
Source: Nielsen Media Index
Book Review
BUYOLOGY
Truth and Lies
About Why We Buy
Does sex sell?
What do religion and
ritual have in common with successful
advertising? Can subliminal advertising
really influence our behavior?
What
effect, if any do health warnings on
cigarette packs have on the consumer?
ever conducted—25 times larger than any
such study to date.
In a three-year effort costing more than
seven million dollars and using two of
the most advanced, cutting-edge neuroimaging technologies available today—the
We now know the answers thanks to a
fMRI and SST—scientists scanned the
major scientific study whose surprising
brains of over 2,000 people from all over
findings are revealed in BUYOLOGY: Truth
the world as they were exposed to various
and Lies About Why We Buy, a book which
marketing and advertising strategies
Dr. Mehmet Oz says is ‘written like a fast
including product placements, subliminal
paced detective novel’ and is hailed as ‘a
messaging, iconic brand logos, health and
fascinating journey inside the consumer
safety warnings, and provocative product
brain’ by Ori Brafman, bestselling author
packaging.
of Sway.
Many of the rituals
we habitually
perform in our daily
lives were actually
manufactured by
companies and
marketers.
For decades, advertisers, marketers, and
To find out how our unconscious minds
consumers alike have held a set of common
influence how we buy, Martin Lindstrom,
assumptions about what drives us to buy.
one of today’s foremost marketing
Turns out, most of these were dead wrong.
experts, partnered with researchers
His startling results will shatter much of
from Oxford University and launched the
what we have long believed. Some of the
single largest neuro-marketing study
many topics Lindstrom explores include:
47
Neuromarketing and Politics:
Despite widespread cries that political
advertising emphasize ‘optimism,’ ‘hope’
and ‘building up, not tearing down,’ fear
works more effectively because fear is
what the brain remembers. By playing
to the fear of nuclear war, LBJ’s ‘Daisy’
commercial helped him to victory in 1964.
Forty years later, history repeated itself
when George Bush ran for re-election
by hammering the fear of terrorism into
voters’ heads. (Chapter 1)
Faith Religion and Brands:
What connection, if any, exists between
religion and our buying behavior? Are
there similarities between the way our
brains respond to religious and spiritual
symbols, and the way they react to
products
or
brands?
Could
certain
products inspire the same sense of
devotion and loyalty in us, as provoked
by faith or religion? Just ask the people
that wait in line overnight at the Apple
store anytime a new product is launched.
(Chapter 6)
History repeated itself when George Bush
ran for re-election by hammering the fear of
terrorism into voters’ heads.
of your new car?
Or what about that
feeling of comfort when you smell a box
or crayons? Other senses such as smell,
touch and sound are so powerful they can
Ritual, Superstition and Why We Buy: Do
first? Turns out many of the rituals we
you have a fear of the number 13? Do you
actually arouse us when we encounter a
habitually perform in our daily lives were
always drink your Corona with a wedge of
product. (Chapter 8)
actually manufactured by companies and
lime, or eat the filling of your Oreo cookie
marketers to draw us to their brands and
More than just a wake-up call to
products. (Chapter 5)
advertisers and marketers, BUYOLOGY
Subliminal Advertisings, Alive and Well:
swayed by a commercial or won over by
will captivate anyone who has ever been
In 1957 subliminal advertising was
an ad. Through well-known brands such
banned, but you might be surprised that
as Tiffany, Apple, Marlboro, American
subliminal messages still surround us
Idol, Corona and more, Lindstrom is able
and strongly influence our behavior. Just
to explain his brain scan findings to reveal
ask the tobacco companies now that they
what is really going on in our minds when
can no longer advertise on billboards and
we see or think about a product.
on television. (Chapters 1 & 4)
Selling Our Senses:
Does your heart rate increase when you
see one of those signature robin-egg blue
Tiffany boxes? Or maybe you feel your
pulse race when you inhale the scent
48
Martin Lindstrom is the author of Buyology
– Truth and Lies About Why We Buy, BRAND
sense and BRANDchild and an advisor to global
brands including McDonald’s Corporation,
Procter & Gamble, Nestlé, Microsoft, The Walt
Disney Company and GlaxoSmithKline. Visit
MartinLindstrom.com.
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12/9/08 10:17:10 AM