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Asia Pacific Market & Mediafact 2009 Edition

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Asia Pacific Market & Mediafact 2009 Edition Asia Pacific Market & MediaFact 2009 Edition Compiled by: Anne Austin, Nicola Hutcheon Produced by: David Parry © 2010 ZenithOptimedia All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners. ISSN 0968-2171 Every effort has been made in the preparation of this book to ensure accuracy of the contents, but the publishers and copyright owners cannot accept liability in respect of errors or omissions. Readers will appreciate that the data is only as up-to-date as printing schedules will allow and is subject to change. ZENITHOPTIMEDIA ZenithOptimedia is one of the world's leading ZenithOptimedia is committed to delivering to global media services agencies with 218 offices clients the best possible return on their in 72 countries. advertising investment. Key clients include AlcatelLucent, Beam Global This approach is supported by a unique system Spirits & Wine, British Airways, Darden for strategy development and implementation, Restaurants, Electrolux, General Mills, Giorgio The ROI Blueprint. At each stage, proprietary Armani Parfums, Kingfisher, Mars, Nestlé, ZOOM (ZenithOptimedia Optimisation of Media) L'Oréal, Puma, Polo Ralph Lauren, Qantas, tools have been designed to add value and Richemont Group, Sanofi-Aventis, Siemens, insight. Thomson Multimedia, Toyota/Lexus, Verizon, Whirlpool and Wyeth. The ZenithOptimedia Village enables the widest range of communications opportunities and skills to be brought together to ensure the most powerful connections are made with consumers. For further information on ZenithOptimedia, please contact: Steve King Tim Jones Chief Executive Officer Chief Executive Officer – USA Tel: +44 20 7961 1046 Tel: +1 212 859 5100 Fax: +44 20 7961 1042 Fax: +1 212 727 9495 [email protected] [email protected] John Taylor Philip Talbot Director of Client Service - Worldwide Chief Executive Officer – Asia Pacific Tel: +44 20 7961 1133 Tel: +852 2236 9080 Fax: +44 20 7961 1002 Fax: +852 2250 9388 [email protected] [email protected] All our publications are now available online at www.zenithoptimedia.com CONTENTS Page SUMMARY TABLES 1 COUNTRY DATA Australia 13 China 32 Hong Kong 55 India 75 Indonesia 96 Japan 113 Malaysia 127 New Zealand 155 Pakistan 175 Philippines 192 Singapore 212 South Korea 233 Taiwan 255 Thailand 274 Vietnam 296 GLOSSARY 309 SUMMARY TABLES: EXCHANGE RATES SUMMARY TABLES EXCHANGE RATES 1 US$ = …local currency Country Currency 2008 2007 % change Australia Dollar (A$) 1.19 1.19 0.0 China Yuan (RMB) 6.95 7.61 -8.7 Hong Kong Dollar (HK$) 7.79 7.80 -0.2 India Rupee (R) 43.51 41.35 5.2 Indonesia Rupiah (R) 9,699.00 9,141.00 6.1 Japan Yen (¥) 103.36 117.75 -12.2 Malaysia Ringgit (RM) 3.34 3.44 -3.0 New Zealand Dollar (NZ$) 1.40 1.36 2.9 Pakistan Rupee (PKR) 70.41 60.74 15.9 Philippines Peso (P) 44.48 46.15 -3.6 Singapore Dollar (S$) 1.42 1.51 -6.1 South Korea Won (KW) 1,102.05 929.26 18.6 Taiwan Dollar (NT$) 31.53 32.84 -4.0 Thailand Baht (Bt) 34.31 34.52 -0.6 Vietnam Dong 16,302.0 16,105.0 1.2 1 SUMMARY TABLES: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising as a percentage of Gross Domestic Product 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Australia 1.20 1.22 1.18 1.20 1.05 1.01 1.04 1.08 1.08 1.05 1.08 1.03 China 0.36 0.39 0.42 0.40 0.39 0.43 0.48 0.45 0.46 0.48 0.45 0.44 Hong Kong 1.52 1.65 1.90 0.91 0.97 1.12 1.16 1.38 1.42 1.50 1.53 1.52 India 0.29 0.24 0.24 0.27 0.28 0.28 0.31 0.34 0.35 0.36 0.38 0.39 Indonesia 0.52 0.25 0.31 0.34 0.35 0.44 0.55 0.63 0.60 0.59 0.59 0.56 Japan 0.87 0.84 0.86 0.91 0.91 0.86 0.86 0.88 0.95 0.95 0.94 0.92 Malaysia 0.94 0.77 0.85 0.91 0.91 0.91 0.89 0.96 0.90 0.86 0.88 0.86 New Zealand 1.36 1.33 1.29 1.28 1.19 1.19 1.26 1.32 1.36 1.28 1.25 1.19 Pakistan 0.25 0.21 0.21 0.17 0.15 0.16 0.17 0.17 0.17 0.19 0.26 0.27 Philippines 1.75 1.71 1.76 1.83 1.92 1.96 2.19 2.32 2.63 2.45 2.39 2.36 Singapore 0.90 0.86 0.87 0.94 1.00 1.07 1.09 1.10 0.93 0.88 0.79 0.82 South Korea 0.99 0.75 0.92 1.18 1.08 1.08 1.00 0.93 0.93 0.95 0.95 0.86 Taiwan 0.61 0.70 0.62 0.60 0.66 0.64 0.69 0.54 0.47 0.44 0.41 0.37 Thailand 0.96 0.77 1.03 1.04 1.17 1.24 1.32 1.39 1.35 1.27 1.20 1.09 Vietnam 0.58 0.49 0.47 0.48 0.50 0.49 0.57 0.60 0.48 0.57 0.57 0.50 Asia Pacific * 0.82 0.78 0.80 0.82 0.80 0.78 0.79 0.79 0.80 0.79 0.77 0.73 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. * above countries only 2 SUMMARY TABLES: ADVERTISING EXPENDITURE Distribution of advertising expenditure by medium (% of total) Total 2008 % adspend News- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Australia 10,177 33.9 8.5 30.7 8.2 0.8 3.7 14.1 China 18,895 26.1 2.4 38.2 5.2 0.2 13.5 14.4 Hong Kong 3,284 36.6 13.7 33.2 4.9 0.0 8.3 3.3 India 4,914 42.6 5.3 39.8 3.0 0.7 7.0 1.6 Indonesia 2,873 34.7 4.2 52.0 3.4 0.1 5.7 0.0 Japan 44,947 17.8 8.8 41.1 3.3 0.0 13.9 15.0 Malaysia 1,903 52.3 2.5 36.5 4.6 0.4 2.7 1.0 New Zealand 1,578 34.4 11.3 29.3 12.1 0.4 3.4 9.1 Pakistan 401 23.7 5.6 51.4 3.5 4.7 10.6 0.5 Philippines 3,981 5.2 1.3 73.1 17.4 0.0 3.0 0.0 Singapore 1,497 40.4 5.6 34.7 7.2 0.8 10.3 1.0 South Korea 8,000 39.1 4.4 32.6 2.6 0.9 5.4 15.0 Taiwan 1,533 22.9 12.5 37.3 7.9 0.0 7.0 12.4 Thailand 2,886 22.8 6.6 51.6 8.0 4.3 6.5 0.2 Vietnam 462 14.5 7.9 71.7 0.3 0.0 5.5 0.1 Asia Pacific * 107,332 26.6 7.2 40.1 4.9 0.4 11.0 9.8 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. * above countries only 3 SUMMARY TABLES: TELEVISION TELEVISION Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT IPTV Australia 7,587 100 100.0 15.0 - 30.0 54.0 - China 420,259 97 97.8 1.3 14.8 55.8 - - Hong Kong 2,279 98 100.0 - - 39.8 23.4 41.4 India 225,534 48 76.5 - 12.0 67.8 - Indonesia - 97 90.3 - 9.0 0.4 - - Japan 52,878 100 99.4 51.2 - - - - Malaysia 4,434 98 - - 37.0 - - - New Zealand 1,615 99 99.0 6.0 - - - - Pakistan 26,500 48 - - - - - - Philippines^ 8,555 89 99.0 0.1 0.1 24.4 - - Singapore 1,138 100 99.0 28.0 - 48.0 0.3 8.8 South Korea 16,670 100 100.0 80.8 5.2 77.8 35.1 17.1 Taiwan 7,721 100 100.0 3.1 0.4 85.6 6.6 2.7 Thailand 20,306 98 98.7 - 1.0 2.0 - - ^ urban households 4 SUMMARY TABLES: TELEVISION Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Australia 149 20.4 China 179 10.1 Hong Kong 244 30.6 India 147 0.07 Indonesia 35 2.4 Malaysia 205 3.6 New Zealand 189 - Pakistan 185 0.04 Philippines 216 15.5 Singapore 172 30.1 South Korea 288 25.2 Taiwan 186 8.3 Thailand - 0.7 Vietnam * - 30.9 * survey covers only four cities 5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults Adults Australia 29.3 21.6 China 3.0 11.3 Hong Kong 19.1 39.7 India 0.01 4.9 Indonesia 0.02 0.008 Malaysia 4.9 8.0 New Zealand 60.1 17.8 Pakistan 10.5 1.3 Philippines 4.0 28.3 Singapore 13.1 23.6 South Korea 19.0 7.1 Taiwan 25.6 28.4 Thailand 2.4 3.9 Vietnam 2.2 7.5 6 SUMMARY TABLES: RADIO RADIO Stations/rates Number of Average 30 sec commercial radio CPT US$ Country stations Adults Australia 261 8.7 China 257 4.2 Hong Kong 6 - India 280 0.06 Indonesia 1,022 0.2 Japan 101 - Malaysia 53 0.5 New Zealand 350 10.3 Pakistan 25 - Philippines 959 - Singapore 16 0.8 South Korea 23 1.6 Taiwan 171 2.0 7 SUMMARY TABLES: OUTDOOR OUTDOOR Sites Number of Country outdoor sites Australia 56,800 China 2,996,207 India 38,000* Malaysia 6,500+ New Zealand 10,700 Pakistan 100,000 Thailand 3,662** * Mumbai only ** Bangkok only 8 SUMMARY TABLES: CINEMA CINEMA Screens/rates Number of Average 60 sec spot cinema per screen per week US$ Country screens Adults Australia 1,652 363.0 China 4,097 431.7 Hong Kong 162 770.2 India 15,000 26.4 Indonesia 417 98.3 Japan 3,359 - Malaysia 296 106.3 New Zealand 366 350.0 Pakistan 160 - Philippines 900 - Singapore 148 - South Korea 2,100 907.4 Taiwan 200 380.6 Thailand 580 874.6 9 SUMMARY TABLES: CINEMA Cinema admissions (mill) 2001 2002 2003 2004 2005 2006 2007 2008 Australia 93.0 92.5 90.0 91.5 82.2 83.6 84.7 84.6 China - 110.0 117.0 138.0 - - - - Hong Kong 20.8 19.0 18.0 20.0 20.0 18.6 - - India 2,800 3,200 3,420 3,591 4,200 4,500 5,000 - Indonesia 15.0 17.5 20.0 25.0 25.0 - - - Japan 163.3 160.8 162.3 170.1 160.5 164.6 163.2 160.5 Malaysia 12.4 18.5 20.0 22.9 25.7 27.0 28.0 37.1 New Zealand 16.6 17.8 18.3 17.1 15.4 15.3 - - Philippines 80.0 78.0 68.8 63.7 - - - - Singapore 13.6 14.3 14.6 15.8 15.1 15.5 17.9 19.1 South Korea 89.4 105.1 119.5 135.2 145.5 153.4 151.7 227.7 Taiwan 19.6 19.7 16.8 21.6 - - - - Thailand 13.6 47.2 32.0 35.8 36.0 36.2 - - Asia Pacific* 3,337 3,900 4,117 4,348 4,725 5,014 5,446 529 * above countries only 10 SUMMARY TABLES: INTERNET INTERNET Internet Adult population households (%) with access (%) Australia - 78.8 China - 30.8 Hong Kong 87.4 63.4 India 0.1 0.1 Indonesia - 3.8 Malaysia 42.9 30.8 Philippines - 78.0 Singapore 76.0 75.0 South Korea - 83.7 Taiwan 73.1 73.6 Thailand 79.3 - 11 SUMMARY TABLES: MEDIA REACH MEDIA REACH Daily (%) Monthly (%) News- Maga- papers TV Radio Internet zines Cinema Australia - 94 65 - 83 62 China 67 95 21 26 34 4 Hong Kong 73 85 41 59 - 31 India 38 44 14 1 12 3 Indonesia - - - - - 5 Japan
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