Nielsen: Adex grows by 13%

• Adex 2008 reaches RM6.2 billion
  
• Worsening economic climate and lack of events expected to slow 2009 Adex figures
• Celcom recorded as top advertiser, spending RM143 million 

Malaysia – Malaysian advertising expenditure grew by 13% to RM6.2 billion in 2008 according to The Nielsen Company, but warns the worsening economy coupled with an absence of any major events will see figures slow down for 2009.

"Media owners that are flexible enough to come up with creative and innovative solutions to meet their clients’ changing needs during these critical times will win a bigger share of the advertising dollar," Andrea Douglas, executive director, Media Service, The Nielsen Company, Malaysia, said.

The growth in 2008 was driven by Terrestrial TV (+20%), Newspapers (+8%), Radio (+21%) and Point-Of-Sale (+28%).

Newspapers and Terrestrial TV continue to command the bulk of total advertising across the medium measured, with respective shares of 54 and 35 percent, followed by Radio (5%). 

Point-of-sale's strong growth was attributed to the increase in spend by kids' growing-up milk, biscuits, bath additives, beer and laundry detergent categories.

Internet (covering Microsoft, Yahoo, Forbes, Utusan and Sin Chew websites), the new media monitored in 2008, recorded a spend of RM 32 million, driven by categories such as airline, banks/finance and mobile line services.

Celcom was the top advertiser for the year investing RM143 million while Unilever Malaysia (RM139 million) and DiGi (RM128 million) followed.