MALAYSIA’S overall media advertising expenditure (adex) rose 8.7 per cent to RM9.13 billion in the first eight months this year, compared with RM8.4 billion in the same period a year ago.
According to information and measurement company Nielsen Malaysia, advertisers spent RM5.52 billion on television advertising during the period, compared with RM4.91 billion in the corresponding period of last year.
During the eight months, the newspaper adex revenue rose slightly to RM3.1 billion from RM2.91 billion posted in January-August 2013.
Among the newspaper companies, The New Straits Times Press (NSTP) group’s adex revenue improved to RM1.06 billion, from RM927.39 million previously.
Leading the adex growth in the group was the Malay-language Harian Metro, followed by its English daily the New Straits Times and Malay daily Berita Harian.
NSTP Group captured 34.2 per cent of the market share, while Chinese publications came second with 27.1 per cent, followed by The Star with 22.4 per cent.
In terms of market share, newspapers held 33.9 per cent of the adex in the industry, second after television, according to Nielsen Media Research’s latest data.
The report showed that TV captured 60.5 per cent of the total adex market share, up from 58.5 per cent in the first eight months of 2013.
Adex in free-to-air TV stood at RM2.1 billion compared with RM1.97 billion previously, while pay-TV commanded RM3.42 billion adex, higher than the RM2.94 billion it captured in the same period last year.
Radio adex grew steadily to RM301.42 million from RM299.95 million in the first eight months this year.