Digital on the Rise but Traditional TV Still Dominates Ad Budgets Says Nielsen

“As budgets get tighter, and pressure grows to be seen and heard, marketers in Asia are doubling down on targeting the right audiences,”

Image by Jeshoots

Nielsen has released its latest data on what it describes as the region’s “changing media landscape.” According to Nielsen’s Consumer & Media View (CMV) the data reflects Asia’s rapid adoption of digital platforms, with 64% of viewers now opting for streaming video services.

Nielsen adds that despite the surge in digital demand, linear TV still attracts the sizable investment when it comes to advertisers. From January to October this year, US$107 billion in ad revenue was injected into Asia’s media industry, with TV attracting the lion’s share of 68%, followed by digital at 16% – a demonstration of digital’s ascendency, while simultaneously asserting TV’s dominance.

According to Nielsen, smartphone penetration across Asia has now reached 90%, cementing the changing media consumption and interaction habits of the region with Indonesia and Thailand are the biggest consumers of content “on-the-go,” with viewership on smartphones hitting 62% and 64%, respectively.


 

Key Market Insights:

TV Usage:

  • Traditional TV viewership remains strong, with Taiwan the largest at 98%, followed by Malaysia at 86%.

Internet Usage:

  • South Korea (98%), Taiwan (98%), and Malaysia (95%) lead the way.

Mobile Streaming:


 
  • As mobile streaming grows rapidly across Asia, some markets are emerging as standouts. The leaders are Indonesia (69%) and Malaysia (86%) – both huge users of streaming services.

The disparity between linear TV viewership and internet usage highlights the unique dynamics of Asia – a consequence of the region’s diverse market and demographics. However, it’s not uniform. In South Korea – a market with 98% internet penetration, linear TV still commands a whopping 97%.

“As budgets get tighter, and pressure grows to be seen and heard, marketers in Asia are doubling down on targeting the right audiences,” said the President of Commercial for Asia, Arnaud Frade,

“In our region, multi-screen viewing is already the norm – and streaming channels are only going to grow.”

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