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December 2 2008
Hong Kong
According to the latest 2008 Nielsen Media Index, consumption of Internet, Magazines and Pay-TV recorded an increase while conventional media such as TV and Newspapers have maintained over the past 12 months. The study also indicated a growing importance of advertising on-the-move.
The Nielsen Media Index, a product of The Nielsen Company since the 1960s, is a unique single-source multi-media survey that provides insights into media habits, lifestyles, attitudes and product consumption of consumers across nine markets in Asia Pacific. Released quarterly, the latest study in Hong Kong polled over 5,000 individuals aged 12-64 via a combination of face-to-face and online interviews.
As the latest study reveals, TV topped the list for engaging consumers the most, with a stable viewership of 97 percent (past week), whilst newspapers rank second, with 81 percent readership (yesterday). The Internet is up from 53 percent to 60 percent (yesterday usage); magazines and pay-TV also enjoyed an increase in past week consumption: up to 50 percent from 41 and 47 percent respectively.
“Overall media consumption recorded a steady increase over the year. Pay-TV viewership increased due to the greater variety of programs available and lower subscription fees, while – not surprisingly - the Internet is an increasingly popular medium among PMEB sector (Professionals, Managers, Executives and Businessmen) and high income earners for its efficacy and convenience as an information source,” said Helen Pemberton, Executive Director, Nielsen Media, The Nielsen Company Hong Kong.
New Opportunities Ahead – Advertising on-the-move
Amongst all forms of channels, advertising on-the-move is no doubt presenting new space and opportunities for marketers. According to the Nielsen Media Index, bus body ads are found to be the most seen, with 83 percent of the Hong Kong population saying they had seen an advertisement on a bus body in the past week. Bus shelters follow, capturing 78 percent of eyeballs. Railways (including Mass Transit Railway, Kowloon Canton Railway and Light Rail), one of the most used forms of public transport, attracted almost 73 percent of passengers’ attention.
According to Nielsen’s Advertising Information Services (AIS), outdoor has attracted an increasing amount of advertising spending over the past years. The advertising spending on outdoor platforms in the first three quarters increased from HK$2.18 billion in 2007 by six percent to HK$2.3 billion in the same period in 2008. Among all outdoor advertising platforms, Bus Body has recorded the biggest advertising growth, up for 25 percent.
“The high accessibility and effectiveness of outdoor ads can be attributed to the large volume of daily traffic,” added Pemberton. According to the Nielsen Media Index, three quarters of Hong Kong people traveled by bus and took the railways respectively in the previous week. “The stable passenger flow guarantees accessibility to outdoor advertisements – this is very evident in Hong Kong in particular where other Nielsen studies have shown that people go out the most compared to their regional counterparts.”
Mobile advertising in the meantime is fast emerging as a new and influential medium for marketers. According to the Nielsen Media Index, 97 percent of Hong Kong people from 12 to 64 years old own at least one mobile phone. Almost half of the respondents use the SMS feature and almost one-fifth uses the MMS function, supporting the potential for advertising via the mobile platform.
The 2008 Mid Year Media Index Report is now available, while the Quarterly Oct 07-Sept 08 will follow shortly. The 2008 Full Year Report will be released in March 2009.
Based on published rate card
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, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
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