Media Consumption in Asia, Spending habits still not Proportionate

Categories: Web Advertising, Web UsagePosted on June 22nd, 2007

Walter Lim has some stats from a recent PR and media presentation he attended. Here are the media consumption habits in Asia from his blog:

Media Consumption Patterns in Asia (time spent):
Internet 47%
TV 29%
Radio 12%
Newspaper 8%
Magazines 5%

However, this is how brand managers are spending!
TV 42%
NEwspaper 38%
Radio 9%
Posters 5%
Periodicals 5%
Bus/Taxis 2%
Cinema 1%

This was also discussed at Ad Tech (A very large advertising conference in San Francisco) that the market has yet to match advertising dollars to where people really are. I’m actually ok with that, I look forward to after 2010, where the money will start to roll into this industry. Why? Because we’re still getting things figured out, this industry is still nascent. I believe it’s an “And” by the way. The internet is a convergence platform that will be connected and used with other media platforms, and that’s what makes it so unique.

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This entry was posted on Friday, June 22nd, 2007 at 3:11 pm and is filed under Web Advertising, Web Usage. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Comments

Walter

Hey Jeremiah, thanks for plugging this!

It appears that thus far, the major media research agencies like AC Nielsen or Taylor Nelson Sofres have not captured online spending. I haven't had time to analyse if there has been market indicators on this, but my own gut feel is that its probably so tiny that it becomes inconsequential compared to mainstream media spending.

As you guys would have guessed, Asian marketers are still pretty conservative and they prefer to go for the tried and tested "industrial advertising" approach (interruption marketing as Seth Godin would call it) rather than Word Of Mouth. There has been more interesting cases recently of creating buzz like the Anything/Whatever drink campaign but this is still more offline than online.

jeremiah_owyang

Adam

I'll wait for Walter to get back and answer some of these questions. He captured it from a session.

Adam Snider

Er...that should say that CAN'T be right.

Adam Snider

Brand Managers are spending 0% of their budget/efforts online? That's can be right.Surely, they're at least spending a small portion!

It amazes me that people still underestimate (or don't estimate at all) the power of internet marketing/advertising/branding/etc.