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Astro focuses on “Malaynnials” with latest campaign

Astro has kicked off its Astro Universe campaign today with a focus on the “Malaynnials” defined as progressive Malay consumers below the age of 35 years old.

“Malaynnials”, said Astro, are those who are influenced by the digital era and the social media culture and are currently over 10.3 million or 65% of all Malay consumers. For Astro, the “Malaynnial” segment is the biggest consumer segment, thus a growing and an important market segment for advertisers.

Khairul Salleh, vice president Malay Language Business, Astro said the market is evolving, and the industry needs to keep up with the changing trends and find new ways to engage with the consumers.

“Increasingly viewing share and social engagement have become an important currency, as more consumers are increasingly connecting and socializing on TV, radio, online, mobile, on social and on ground. We believe Astro through its strong local signature IPs, has a deep understanding of engaging its Malay viewers. Thanks to our bigger and better winning signature content, we have seen our Malay viewership share grow from strength to strength to 69%,” said Salleh.

He added that on the digital front, its Malay branded social media channels have a fan base of 11 million, reaching out to 70 million social media users with a staggering 66 million post engagement. Moreover, statistics show that 83% of Malay TV households, and 74% of total Malay radio listeners, engage with Astro.

“Due to our high social engagement levels, Astro is in a strong position to reach out to the new generation of Malay consumers,” he added.

Astro stated that in 2015, Gegar Vaganza surpassed nine million unique viewers – making it the most viewed Astro show of all time. In addition to that, Tuan Anas Mikael garnered over eight million viewers for the season and trended over 24 hours on Twitter, making it the longest-ever trending drama in Malaysia.

This year, Astro will continue to create more signature IPs for drama, comedy, Islamic and kids content. At the same time, it will be bringing  more Korean entertainment premiering on the same day as Korea, bigger live sports events like Euro 2016 and the Rio Olympics including more e-Sport tournaments.

Meanwhile, the Malay radio brands of Astro Radio retained its top ranking in the Nielsen Radio Listenership Survey. ERA fm maintained its No.1 ranking with 4.7 million listeners while Sinar FM is No.2 with 3.7 million listeners. THR Gegar remains unchallenged as the No.1 station in East Coast.

Nazri Noran, senior content manager of ERA FM said to further strengthen content localisation, Astro Radio has also expanded its presence in East Malaysia to reach a largely untapped market and provide the service of localised content.

“As our brands continue to thrive, our commercial business remains agile and committed to delivering effective solutions and results to all our clients. Everything we do from the content, technology, marketing and advertising perspective is focused on being social, local and mobile. We continue to be committed to drive 360 integrated multi-platform branded content solutions to ensure appeal and relevance to all Malaysians,” he said.

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