Hong Kong Media Report 2022 results unveiled

Each year, MARKETING-INTERACTIVE undertakes one of its most significant research projects to discover the media preferences of Hong Kong’s marketers. We hope to understand which media platforms marketers are interested in for advertising solutions across the digital, outdoor, TV, radio, and print platforms.

In this research, we ask respondents to name the magazines, TV stations, digital platforms or OOH groups they would use to target consumers across key industries, including luxury, local business, and finance.

How did we achieve this?

The media rankings were derived from questions in the annual Media Spend Benchmarking Survey. It employed an online questionnaire and surveyed its database of client advertisers and marketing services agency professionals. All answers given by respondents were considered by MARKETING-INTERACTIVE when finalising the rankings.

Quality recipients and respondents

A total of 418 respondents participated in the Hong Kong Media Survey 2022. Genuine advertising decision-makers and influencers across key agency-using industries were well represented as were agency professionals from various marketing services. Most respondents were manager-level decision makers and above, with 94% covering the Hong Kong market, and 6% responsible for other global markets.

Out of the respondents, 42% came from business-to-consumer marketing companies, 24% from business-tobusiness marketing companies, and 34% came from both. Advertisers from major and local international banks, FMCG companies, property and construction, IT and telecommunication firms, as well as those from travel and tourism companies participated in the survey. Agency professionals across the marketing services spectrum were also represented.

Please also refer to the digital version of MARKETING-INTERACTIVE’s magazine for the results.

Digital Media 

Luxury

No.1 Vogue Hong Kong

Taking the number one spot in Luxury Media three years in a row, Vogue Hong Kong has truly claimed its position as the leading platform of choice for fashion , luxury and design brands who tap into their wealth of expertise in print, digital and event offerings. With the addition of new products such as Vogue Man, Vogue Living, and their customised content team - Content Lab, the Hong Kong edition of the world’s most famous magazine brand is truly 360 degrees.

Website: www.voguehk.com/

No.2 Tatler Hong Kong

Tatler Hong Kong has navigated the challenges of this year by giving Hong Kong’s luxury space a relevant and informative portal. From the city’s best fine-dining, to art and jewellery, Tatler Hong Kong continues to be a resource for those who appreciate the finer things in life.

No.3 Prestige Hong Kong

Prestige Hong Kong positions its site as an online lifestyle media of choice for the affluent and influential, highflying corporate leaders, the city’s most eminent personalities, and Asia’s social elite.

Beauty and Fashion

No.1 Cosmopolitan.com.hk

Cosmopolitan.com.hk is the official website of the iconic Cosmopolitan, published as part of the SCMP Hearst partnership. The site bills itself as “the online hub for young women in Hong Kong”, offering them expert advice on everything from fashion to beauty, to fitness and careers.

No.2 ELLE

Offering a portal to discover the latest fashion, beauty, and fitness trends, ELLE maintains an active and impressive social media following across Facebook, Instagram, and YouTube, and is another popular beauty and fashion site that has earned a place in the Hong Kong digital media landscape.

No.3 Beauty Exchange

Beauty Exchange is a one-stop portal for up-to-date beauty, fashion and lifestyle news in Hong Kong. The site has been growing continuously among the female community and it provides insights for daily hot topics on Facebook, Instagram, and YouTube.

Parenting

No.1 Ohpama 

Since 2018, Ohpama has been the No.1 leading parenting digital media in Hong Kong for five consecutive years.  Parents are highly engaged with the platform’s practical parenting intelligence, family life news, education resources and parent-kid activities.  Under the Sing Tao News Corporation umbrella, Ohpama has built up the unique strong family-friendly position and has upheld its media credibility for years.  The platform has in addition proven its media excellence in providing marketing solution to business partners by winning different industrial awards all along. 

Website: www.ohpama.com/

No.2 SundayKiss

SundayKiss is a Hong Kong-based parenting editorial platform from New Media Group. The site offers a wide range of content, including news, advice, and guidance for mothers. Other areas include selfcare information recipes for young children.

No.3 Smart Parents

In recent years, Sing Tao’s Smart Parents has become a one-stop multimedia platform for children’s education, and the most popular parent-child playground in Hong Kong. It is designed to be a guide for parents who are intent on bringing out the best in their children.

Consumer Electronics

No.1 Price.com.hk

Price.com.hk is the No.1 price comparison platform in Hong Kong, listing more than 200,000 consumer electronics from different categories, including audio/visual, home appliances, communication, gaming, computer, and photography. With more than 10,000 local retail merchants, Price.com.hk is committed to creating a smart shopping experience for customers, and providing unique services for local retailers at the same time.

No.2 Unwire.hk

Established in 2008, Unwire.hk is a free website providing technology information and analysis, product test reports, and profiles. The website says its target users are aged 20 to 40, from students to professionals, and it claims it reaches more than two million unique visitors per month.

No.3 DCFever.com

Established in 2002, DCFever.com is Hong Kong’s leading photography, tech, and lifestyle website, aimed at creating interaction between consumer electronics users, and encouraging them to use technology to elevate their standard of living.

Financial

No.1 HKET

The site of HKET provides the digital edition of the Hong Kong Economic Times and has archives dating back to 2010. HKET offers professional analysis on finance, the property markets, as well as the economy, of which users can access through mobile, tablets, and desktops.

No.2 Bloomberg

Bloomberg believes its customers rely on it to deliver accurate and real-time business and market moving information that helps them make critical financial decisions by unleashing the power of information and technology to bring clarity to a complex world.

No.3 AASTOCKS

AASTOCKS’ website offers abundant financial information and its content is constantly enhanced and updated. It not only assists investors in analysing China, Hong Kong, and global stock markets with insights, but also helps them scout investment opportunities. The website is highly appealing to investors in Hong Kong and other parts of China.

Entertainment 

No.1 HK01

Established in 2015, HK01 is a Hong Kong-based online news portal that strives to deliver the latest happenings around town, including insider news from the entertainment industry.

No.2 100Most

100Most provides a self-curated stream about current affairs and online content, accompanying an ad platform. The site provides integrated advertising and media services to customers which are categorised into digital services, print services, event organisation, and artist management.

No.3 PressLogic

PressLogic is a data-driven media commerce company comprising a broad portfolio of market-leading digital media brands, boasting operations in Hong Kong, Taiwan, Singapore, India, Korea, and Malaysia. Across its social media accounts and websites, PressLogic accumulates over 12 million Facebook and Instagram followers, and more than 700 million monthly content impressions.

Travel

No.1 U Travel

HongKongers look to their top home-grown travel outlets to get up-to-date news on what is happening, and to dream about where they will go in the future. Through it all, U Travel has delivered consistent and relevant content that has kept readers coming back for more.

No.2 Klook

Klook is a travel and leisure eCommerce platform for experiences and services anytime, anywhere. With its website and app, users can experience a world of joy, from attractions and tours, to local transportation, and stays.

No.3 Weekend Weekly

Launched in 1999, Weekend Weekly is one of Hong Kong’s leading travel, dining, and leisure magazines. Its website is also one of Hong Kong’s leading leisure and lifestyle digital platforms, offering lifestyle and entertainment information.

Forum

No.1 LIHKG

LIHKG is a multi-category forum website based in Hong Kong. Launched in 2016, the website has gained popularity, and is often referred to as the Hong Kong version of Reddit.

No.2 Discuss.com.hk

Discuss.com.hk sees main discussions covering news and current affairs, entertainment, food, trends, all walks of life, real estate, finance, stocks, cars, love and marriage, computers and mobile phones, sports, and more.

No.3 Baby-Kingdom.com

Baby-Kingdom.com is a Hong Kong-based online community site that offers parenting information. With over 300,000 registered members, and 300 million messages in its database, it is one of the most popular sites for Chinese-speaking parents around the world to discuss and share information on parenting and family-related matters.

Lifestyle

No.1 U Lifestyle 

Year after year, HongKongers turn to U Lifestyle as their digital resource for the best of Hong Kong. Combining U Travel, U HK, U Beauty, U Food, and U Blog, it provides an excellent user experience, an engaged social base, and a distinctively local portal for everything you need.

No.2 PressLogic

PressLogic is a data-driven media commerce company comprising a broad portfolio of market-leading digital media brands, boasting operations in Hong Kong, Taiwan, Singapore, India, Korea, and Malaysia. Across its social media accounts and websites, PressLogic accumulates over 12 million Facebook and Instagram followers, and more than 700 million monthly content impressions.

No.3 Esquire HK 

Launched with a motto of “man at his best”, Esquire HK offers weekly fashion, lifestyle and trendy news, including most popular men hairstyle of the week, and a professional products introduction.

News & Current Affairs

No.1 HK01

Established in 2015, HK01 is a Hong Kong-based online news portal that strives to deliver the latest happenings around town, including insider news from the entertainment industry.

No.2 South China Morning Post 

South China Morning Post boasts 30.7 million monthly active users, 325 million ad impressions, and 2.4 billion video views per year. In addition, its branded content team, Morning Studio, aims to engage readers through storytelling while enabling brands to achieve their marketing objectives.

No.3 HKET

The site of HKET provides the digital edition of the Hong Kong Economic Times and has archives dating back to 2010. HKET offers professional analysis on finance, current affairs, the property markets, as well as the economy, which users can access through mobile, tablets, and desktops.

Search

No.1 Google 

A platform for global users to search the world’s information, including web pages, images, videos, and more. It has been referred to as the “most powerful company in the world”, and one of the world’s most valuable brands, because of its market dominance, data collection, and technological advantages in the area of artificial intelligence.

No.2 Yahoo

A web services provider which delivers the latest news coverage, email, free stock quotes, live scores, and videos. It provides a web portal, search engine Yahoo Search, and related services, including My Yahoo, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports, and its advertising platform, Yahoo Native.

No.3 Baidu

Baidu is a Chinese multinational technology company specialising in internet-related services and products, and artificial intelligence, headquartered in Beijing’s Haidian District.

Social Media

No.1 Facebook

With a product offering that began as a college directory, but has gone on to consume and connect nearly every online touch-point in our lives in less than two decades, Facebook, and its interconnected apps, and ad partners, are with us, and our friends, and their friends, every step of the way.

No.2 Instagram

Acquired by Facebook for US$1 billion in 2012, Instagram’s storytelling and live-streaming platform has become the standard way that many of us share photos and keep up with friends, family, and total strangers online.

No.3 YouTube

Currently owned by Google, YouTube has more than 2.5 billion monthly users who collectively watch more than one billion hours of videos each day.

Print Media 

Parenting Magazine

No.1 Smart Parents

Sing Tao's "Smart Parent" has won the title of "Best Parenting Magazine" for 10 consecutive years. In recent years, it has leaped to become a one-stop multimedia platform for children's education and the most popular "parent-child playground" in Hong Kong. It is designed to be a guide for parents who are intent on bringing out the best in their children.

Website: sp.stheadline.com/

No.2 Baby Magazine

A member of Pop Art Group, Baby Magazine offers information about pregnancy, raising babies, and related information.

No.3 Playtimes

Playtimes covers childcare, education, health, and food and fun activities. The publication says its magazine and the digital edition offer an honest and informative perspective on parenting in Hong Kong to help readers make the best decisions for you and your family.

Business Magazine

No.1 iMoney

iMoney is a member of the Hong Kong Economic Times. Established in 2007, it focuses on wealth management with content that stretches across global and local finance news, innovative business features, marketing strategies, topics that concern the workplace, and personal development.

No.2 The Economist

A weekly magazine printed in demitab format, and published digitally, that focuses on current affairs, international business, politics, technology, and culture.

No.3 Bloomberg Businessweek

The magazine provides information and opinions on the important happenings in the world of business. Renamed to Bloomberg Businessweek in 2010, the publication provides news about markets, technology and lifestyle, and hosts editorials and opinions in its magazine and on its website.

Local Newspaper

No.1 Headline Daily

Headline Daily is a one of the publications of Sing Tao News Corporation Limited. It is the only newspaper with readership reaching one million and continues to take the leading position with the largest distribution network and coverage, occupying the No.1 position among all newspapers in Hong Kong. Over the years, Headline Daily has been providing quality news, leisure and entertainment information via its multimedia platforms to reach target audiences.

Website: hd.stheadline.com/

No.2 am730

The free Chinese-language newspaper am730 is distributed from Monday to Friday and covers local, international, entertainment, fashion, and travel news, while providing content on its website and mobile app as well.

No.3 HKET

The site of HKET provides the digital edition of the Hong Kong Economic Times and has archives dating back to 2010. HKET offers professional analysis on finance, the property markets, as well as the economy, of which users can access through mobile, tablets and desktops.

Travel

No.1 U Magazine

U Travel is one of the books distributed by U Magazine, providing the latest information and travel reports to destinations both at home and across the globe, and featuring promotions and suggested itineraries. Over the past few years, U Magazine has gained increasing recognition in the media industry, achieving multiple honours for its work.

No.2 Discovery

Discovery shares travel stories to connect you with meaningful experiences and places, from the experts at Cathay Pacific’s in-flight magazine.

No.3 National Geographic

National Geographic is a magazine published by the National Geographic Society. Topics covered by this magazine include science, geography, history, and world culture. In addition to its content, the magazine is well-known for its layout with a thick square-bound glossy format and a yellow rectangular border on the cover.

Out-of-home Media 

Digital-out-of-home media

No.1 JCDecaux Cityscape

JCDecaux Cityscape has been crowned the winner in the new Digital Out-of-Home Media category. The company also won the Best Programmatic DOOH Media award at the Spark Awards organised by MARKETING-INTERACTIVE. JCDecaux Cityscape initiated its digital transformation process in 2018 by introducing the market-first and campaign-based audience impressions analytics, building a solid foundation for the launch of Programmatic Digital Out-of-Home (pDOOH). In 2021, the company launched pDOOH offerings in Hong Kong Central Business Districts across its first-class Digital Frame Network. Advertisers can trade programmatically to further optimise campaign efficiency based on data and integrate omni-channel marketing strategy. This year, the company has rolled out the pDOOH campaigns with UBS, AXA, Sony Pictures, OSIM and more. 

Website: www.jcdecaux-cityscape.hk/

No.2 JCDecaux Transport

Combined with creativity, passion, data and technology, JCDecaux Transport offers innovative DOOH advertising solutions catering for different brands. Most of its works are often showcased at MTR stations and Hong Kong International Airport.

No.3 Asiaray Media Group

Asiaray launched the first programmatic digital out-of-home (pDOOH) campaign along Singapore's latest Thomson- East Coast MRT Line. The campaign engaged with on-the-go audiences along the rail line, and resulted in the successful delivery of more than 210,000 impressions.

Out-of-home Media

No.1 JCDecaux Transport 

JCDecaux Transport has now secured a place in the OOH Media’s top three for seven consecutive years. The company has been managing the ad sales concessions for the MTR for more than 30 years, and for the Hong Kong International Airport since 1998.

No.2 Asiaray Media Group

The out-of-home media company has worked with a number of Hong Kong brands such as MTR and High Speed Rail. Its work can be seen across various platforms such as billboards, LED walls, shopping malls, bus shelters, and MTR stations.

No.3 POAD

POAD retains its place on the list of this year’s top three in the OOH category. It is the operator of the cross-harbour tunnel advertisement boards, billboards across prominent spaces in Hong Kong’s business districts, and taxi advertisements.

TV Broadcasters and Radio

TV Broadcasters

No.1 ViuTV

In its seventh year of operation, ViuTV has taken the TV world by storm and has already become the favourite choice for local marketers. It offers various types of programming throughout the day, including news and public affairs, lifestyle, documentaries, and overseas content.

No.2 Now TV

Now TV is a paid television provider, and the largest in Hong Kong. While most of its programmes is in English, Cantonese or putonghua, it also offers some programmes in Hindi and French.

No.3 TVB

Headquartered in Hong Kong, TVB is one of the few broadcasters in the world that operates a vertically integrated business model encompassing content creation, broadcasting, and distribution. Since 2016, TVB has begun its transformation journey from a traditional media player to a major digital player.

Radio

No.1 Commercial Radio 2

Commercial Radio 2 targets a younger audience and offers a wide range of music and entertainment programmes. It also launches the Ultimate Song Chart Awards Presentation ceremony every year, one of the most well-received awards ceremonies for the city’s music industry.

No.2 Commercial Radio 1

Commercial Radio 1 offers programmes about current affairs, traffic, and financial information. It also has many talk shows, interactive phone-in programmes, as well as some cultural and drama programmes.

No.3 RTHK Radio 1

RTHK Radio 1 is a broadcast radio station in Hong Kong, providing breaking news, current affairs, and talk shows.