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Optimistic Advertising Outlook with Improved Yield

Strong GRP growth and yield


The market may have softened with a declining adex in the first quarter of 2018, but advertisers’ confidence in Astro remains positive.      

In the first 3 months of the year, Astro delivered phenomenal results with a 14% YoY increase in total utilized commercial airtime, standing strong as the only growing TV platform.  

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6 of the top 10 categories have heightened their presence on Astro, led by Travel/Tourism and Communication, which respectively registered a triple digit growth within the first quarter.

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Real estate, a historically Print-dominated category has also aggressively tapped into Astro’s key signatures to market their projects. Noise level from this category has grown a whopping 3 times compared to the same period last year!

This notable achievement is backed by a healthier performance especially in the key channels that generated better GRP yield:

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Similarly, strong growth was recorded in the Chinese New Year festive period too, where GRP yield grew by 10%; the average rating point per insertion improved from 1.03 to 1.13 compared to the same period YoY.

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Our key advertisers below have reached more than 70% of the Chinese viewers with their CNY campaigns that ran on Astro.  

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With more new and bold initiatives happening on Astro in the coming quarters, we foresee that the TV advertising outlook will continue to remain positive.  Strong content fueled by creativity, yields the best results and will win the game.

 

Source: Kantar Media DTAM and Nielsen TAM

 


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