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Discover The Winning Formula To Reach Masstige Consumers

Themed on the mathematical premise of E=MC², in this case referring to ‘English = Masstige Consumers’, advertisers were given the winning formula to champion the English market.


Tuesday, 31 May 2016 – Held at the elegant Ruyi & Lyn restaurant in Bangsar Shopping Centre, Astro's first ever English Trade Event debuted on a high note, with key decision makers from MNCs and local companies in attendance. Themed on the mathematical premise of E=MC², in this case referring to ‘English = Masstige Consumers’, advertisers were given the winning formula to champion the English market.

One of the main purposes of the event was to shed some light on Astro’s English audience – a segment that has long been misconstrued for its lack of viewership and costliness, among several other things. Thanks to DTAM, a more robust audience measurement system by Kantar Media, we are able to have a representative sample that reflects English viewership on Astro now.

As it turns out, English is bigger than what most people think. 31% of total ad expenditure in Malaysia is on English media, while English contributed 80% share of total movie GBO revenue. A good 37% of Malaysians watch English content on a daily basis. 92% of English viewers are on Astro, totaling to 7.2 million viewers watching Astro’s English content every day.

In his comprehensive presentation, Astro’s Chief Operating Officer, Henry Tan highlighted 4 key insights. These include 1) more English viewers than readers in Malaysia, 2) English viewers are more valuable to advertisers, 3) higher viewership in same-day broadcasts, and 4) English channels enables more effective targeting via segmentation.

To back these claims, Henry shared several statistical findings. He revealed that English viewership is 4 times more than readership, although AdEx shows the reverse in which English newspapers garner 8 times more AdEx share than TV. Additionally, Henry explained that half of the English viewers are from affluent households with monthly incomes above RM5K; making them more progressive with strong purchasing power. With these findings, the advertisers were given a summation on how to conquer the English market, including strategic spot buys and creative sponsorships on Astro’s cross-platform offerings.

Apart from the insightful presentation, special guest and comedian Douglas Lim brought on the laughter throughout the afternoon. Guests were also treated to special appearances by Star Wars’ Imperial Storm Troopers and Asia’s Next Top Model host, Cindy Bishop. Several lucky draw winners walked away with dining vouchers at renowned hotels, a Tissot luxury watch and a grand prize to USA to watch America’s Next Top Model Finale in December.


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