Asia Pacific Mutichannel TV Advertising 2015

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Asia Pacific

MULTICHANNEL TV ADVERTISING

[2015]


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About CASBAA

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery across geographic markets throughout the Asia Pacific. CASBAA and its members reach over 500 million connections within a regional footprint ranging from China to Australasia, Japan to Pakistan. The CASBAA mission is to promote the growth of multichannel TV and video content via industry information, networking exchanges, and events while promoting global best practices. www.casbaa.com CASBAA Executive Office 802 Wilson House 19-27 Wyndham Street Central, Hong Kong Tel: 852 2854 9913 Enquiry: casbaa@casbaa.com

2


501 million

MULTICHANNEL HOMES

CAN’T BE WRONG.

www.casbaa.com


Contents FAST FACTS................................................ 6 GLOBAL OVERVIEW................................ 10 ASIA PACIFIC VIEWERS.......................... 16 MEASUREMENT GUIDE..........................24 ADVERTISING REVENUE........................28 BEYOND THE BOX..................................50

4

MULTICHANNEL TV 2015


Executive Summary It has been a topic of discussion for the past few years but it appears that TV Everywhere and Over the Top (OTT) services are beginning to truly take off in terms of acceptance and adoption. These alternate modes of video consumption are helping to extend viewing for consumers while allowing more opportunities for platforms, networks, and content creators to expand their businesses. Data from the most recent Ericsson Consumer Insight Report found that 75% of people surveyed across 23 markets including China, Indonesia, Malaysia, Singapore, South Korea and Taiwan are now streaming video. This number illustrates the increased willingness for consumers to pay for the convenience of anywhere access and, as a result, viewing is increasing accordingly as access to more and better content becomes available. As our world becomes progressively more mobile, we are finding viewing habits following suit. Place shifting, where consumers can start a video on one device and continue watching it on another, is now more commonplace as new services enable seamless access to video content. Technology is also allowing for instant access to favourite programs anytime, anywhere with more powerful Internet connections and devices including smartphones, tablets, and laptops making viewing on the go even easier. However, linear television should not be written off just yet. In the Asia Pacific, the growth of multichannel TV homes has now surpassed 500,000,000 – the largest number by region anywhere in the world today. The power of pay TV is also exemplified by the increasing viewing numbers for all and affluent audiences; advertising is on the up in the Asia Pacific and individual markets such as Indonesia, China, Malaysia and India are seeing strong growth. While the future of broadcasting may depend on the hands of TV Everywhere and OTT services, there can be no denying that there is still enormous potential to be realized within linear TV in the region – success will depend on how well we can balance these two business streams. CASBAA would like to thank Jane Buckthought, the Research Committee and the various network research, marketing, and sales teams who made this report possible. 5


Non-Terrestrial TV Connections

61%

54%

PAKISTAN 11.6 MILLION

of homes in Asia now receive Multichannel TV.

92%

INDIA 149 MILLION

FAST FACTS POPULATION................................... 3,579,814,080 TOTAL HOMES..................................... 936,147,053 HOUSEHOLD SIZE...............................................3.8 TELEVISION HOMES........................... 824,757,429 MULTICHANNEL HOMES.................500,639,000 INTERNET USERS............................ 1,228,382,259

Note 1: This data includes multiple connections to non-terrestrial channels in 000s and multichannel homes penetration as a percentage. Note 2: Thailand data under review as market in a state of flux. Source: Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, Kantar, Nielsen, Astra, Astro, Video Research, TmNS.

6

MULTICHANNEL TV 2015


98%

57%

CHINA 255.5 MILLION

30%

JAPAN 15.2 MILLION

SOUTH KOREA 24.5 MILLION

85% 97%

HONG KONG 2.5 MILLION

64%

THAILAND 14.7 MILLION

TAIWAN 7.8 MILLION

61% 20%

VIETNAM 12.7 MILLION

61%

MALAYSIA 4.1 MILLION

63%

PHILIPPINES 3.2 MILLION

11%

INDONESIA 4.4 MILLION

SINGAPORE 0.95 MILLION

36% AUSTRALIA 2.9 MILLION

56%

NEW ZEALAND 0.9 MILLION FAST FACTS

7


8

MULTICHANNEL TV 2015


Growth of Multichannel Homes 501

2014

2013

468

2012

446 407

2011

363

2010

326

2009

291

2008

2007

264

2006

255 228

2005

218

2004 Millions of homes

Source: Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen, OzTAM, Video Research

FAST FACTS

9


GLOBAL OVERVIEW Asia Pacific Leads the Way

Home to more than 500 million pay TV households in 2014, the Asia Pacific region is poised to strengthen its leadership as the largest multichannel video market globally in terms of subscribers. While average revenue per user (ARPU) remains relatively low, the region’s aggregate video subscription revenue is estimated to reach US$36.2 billion by the end of 2014, trailing North America and Western Europe as the third-most-lucrative multichannel economy. The Asia Pacific multichannel market is characterized by aggressive digitization efforts and increasing adoption of emerging IP technologies. In some markets, however, significant problems with piracy and regulatory barriers inhibit growth. SNL Kagan expects operators to pursue widespread digital infrastructure improvements, anchored by initiatives in India and China, that will drive lucrative pay TV revenue and technology gains long term. Competition, historically limited to cable versus direct-to-home satellite platforms, is poised to heat up in Asia as IPTV and digital terrestrial television (DTT) systems mature. Cable dominates the Asia Pacific multichannel landscape, with China and India hosting the largest cable populations in the world. Although increasing competition is set to reduce cable market share over the coming ten years, the platform’s dominance is expected to endure long-term. DTH MARKET SUMMARY Although cable dominates multichannel households in a majority of Asia Pacific markets, DTH holds the highest share of multichannel subscribers in Malaysia, New Zealand, Indonesia and Australia. With 35.8 million active pay DTH subscribers, India is the largest DTH market in the Asia Pacific region, accounting for the majority of the region’s total DTH connections. The market is also home to the top DTH providers in the region by subscriber base, including Dish TV India, Tata Sky, Sun Direct, Videocon D2H, Bharti Airtel and Reliance Communications.

10

MULTICHANNEL TV 2015


Multichannel TV Homes Penetration 2015 85.6% 67.2%

60.9%

60.5% 42.7% 29.8%

ASIA PACIFIC

E.EUROPE

LATIN AMERICA

MIDDLE EAST

N. AMERICA

W.EUROPE

Historically, the Chinese government has prohibited the general population from accessing DTH signals, with the exception of unencrypted state-affiliated channels via the CBTV platform. At present, free-to-air DTH service is available extensively via SARFT’s Huhutong project, which aims to bring TV and radio access to millions of residents living in rural and mountainous areas not covered by cable or terrestrial signals. SNL Kagan expects SARFT-sanctioned pay DTH services will phase in long term after the Huhutong project has established a sufficient DTH base. CABLE MARKET SUMMARY With 224 million cable TV households in China and close to 100 million in India, cable connections dominate the Asia Pacific multichannel landscape. SNL Kagan analysis indicates approximately 80% of pay TV households in the region are connected via cable.

GLOBAL OVERVIEW

11


GLOBAL OVERVIEW Asia Pacific Leads the Way

Market fragmentation has posed a fundamental challenge in several of Asia’s cable markets, including India, the Philippines and Thailand, as localized ownership of last-mile networks impedes digital upgrades. Adjustments to ownership regulation enabling consolidation are paving the way for digitization initiatives. In China, regional cable systems are implementing a government-mandated “one province, one network” directive which has formed some of the biggest cable operations in the world. SNL Kagan believes cable’s grip on the Asia Pacific pay TV market will slip over the coming years as DTH and IPTV services capture market share. However, increasing competition is not expected to impede cable revenue growth as advanced services including HD, VOD and DVR drive cable service revenues. IPTV MARKET SUMMARY The Asia Pacific region features the world’s third-largest IPTV economy after North America and Western Europe, with China Telecom hosting the largest single IPTV subscriber population in the world. South Korea’s KT Corporation and Japan’s Sky Perfect JSAT Corporation also rank among the top IPTV providers in the region. SNL Kagan analysis indicates IPTV will be the fastest-growing multichannel platform in the Asia Pacific over the coming years, with China, Japan and South Korea ranking as key markets for growth. Many governments in the region, including those in Australia, New Zealand, Malaysia and Singapore, are funding fiber rollouts, which is expected to foster the IPTV landscape long term. DTT MARKET SUMMARY SNL Kagan does not count free-to-air DTT as multichannel service, given that it is not subscription-based. In the Asia Pacific, digital terrestrial infrastructure provides leverage for pay TV service deployments in Indonesia, New Zealand and Vietnam. These operations form a niche position in the region’s multichannel landscape, accounting for a tiny fraction of the Asia Pacific total pay TV subscriber base. SNL Kagan does not expect widespread pay DTT activities to emerge in the Asia Pacific region long term.

Source: SNL Kagan

12

MULTICHANNEL TV 2015


Total Multichannel TV Homes 2012-2018 600,000,000 500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 0 2012

2013

2014

ASIA PACIFIC MIDDLE EAST & AFRICA

2015

2016

E. EUROPE N. AMERICA

2017

2018

LATIN AMERICA W. EUROPE

Share Of Multichannel TV Homes By Region 2015 LATIN AMERICA 8%

W.EUROPE

MIDDLE EAST & AFRICA 4%

11% N. AMERICA 12%

ASIA PACIFIC 56%

E.EUROPE 9% Source: SNL Kagan

GLOBAL OVERVIEW

13


GLOBAL OVERVIEW Asia Pacific Leads the Way - TV Everywhere

14

COUNTRY

OPERATOR

PLATFORM

TVE LAUNCH DATE

SMART TV

Australia

FOXTEL

DTH/Cable

Oct-09

yes

South Korea

CJ HelloVision

Cable

May-10

yes

Japan

NTT Plala Inc.

IPTV

Aug-11

yes

Singapore

StarHub Ltd

Cable

Jun-12

yes

Taiwan

Vee Telecom Multimedia

Cable

Oct-12

no

Japan

SKY Perfect JSAT Corporation

DTH/IPTV

Oct-11

yes

Hong Kong

PCCW

IPTV

Dec-09

no

Thailand

TOT

IPTV

Jan-13

yes

Taiwan

Chunghwa Telecom

IPTV

Dec-09

no

New Zealand

SKY Network Television Ltd

DTH

Jan-11

no

South Korea

KT Corporation

DTH/IPTV

Apr-11

no

Japan

J:COM

Cable

May-12

no

Singapore

SingTel

IPTV

Jul-12

yes

Malaysia

Astro

DTH/IPTV

Jun-12

no

Thailand

TrueVisions

DTH/Cable

May-13

no

China

Beijing Gehua

Cable

Jun-11

no

India

Dish TV India Ltd.

DTH

Oct-13

no

India

Tata Sky Ltd.

DTH

Oct-13

no

Malaysia

Telekom Malaysia

IPTV

Jul-13

no

Indonesia

First Media

Cable

Feb-14

no

Indonesia

PT MNC Sky Vision

DTH

Jun-14

no

Philippines

Cignal TV

DTH

Jul-13

no

Australia

FetchTV

IPTV

Dec-13

no

India

Bharti Airtel

DTH

Mar-14

no

Hong Kong

i-Cable Communications

Cable

Feb-12

no

Total

25

7

MULTICHANNEL TV 2015


CONNECTED DEVICE SUPPORTING TV EVERYWHERE SERVICE SMARTPHONE

TABLET

GAME CONSOLE

PC/MAC

DEVICE COMPLETION SCORES

# OF TV CHANNELS

yes

yes

yes

yes

5

up to 74 channels

yes

yes

no

yes

4

199 channels

yes

yes

no

yes

4

N/A

yes

yes

no

yes

4

up to 71 channels

yes

yes

yes

yes

4

N/A

yes

yes

no

yes

4

59 channels

yes

yes

yes

yes

4

6 channels

yes

yes

no

yes

4

145 channels

yes

yes

no

yes

3

N/A

yes

yes

no

yes

3

up to 11 channels

yes

yes

no

yes

3

70 channels

yes

yes

no

yes

3

up to 77 channels

yes

yes

no

no

3

up to 19 channels

yes

yes

no

yes

3

up to 30 channels

yes

yes

no

yes

3

up to 102 channels

yes

yes

no

yes

3

up to 46 channels

yes

yes

no

yes

3

27 channels

yes

yes

no

yes

3

54 channels

yes

yes

no

yes

3

up to 57 channels

yes

yes

no

yes

3

50 channels

yes

yes

no

yes

3

N/A

yes

yes

no

no

2

up to 14 channels

yes

yes

no

no

2

N/A

yes

no

no

no

1

150 channels

yes

no

no

no

1

6 channels

25

23

3

20

Source: SNL Kagan

GLOBAL OVERVIEW

15


The Multichannel TV Viewer in Asia •

Across Asia Pacific, viewing of multichannel TV services are measured by people meter TV. Audiences remain strong at 79% of all people watching in the past month.

Multichannel TV average audiences are higher than terrestrial.

The Ipsos Affluent Survey shows that multichannel TV audiences in the main markets on Asia are more likely to travel more, purchase new technology, and keep up-to-date with new trends.

Asia Pacific Monthly Cumulative Audience ALL PEOPLE

76% 66% 76%

79%

75% 69%

78% 80%

79% 77%

78% 80%

79% 77%

79%

76% 76%

75%

69%

66%

2009

2010

2011

2012

2009

2010

2011

2012

Asia Pacific Monthly Cumulative Audience AFFLUENT PEOPLE 83% 82% 83% 82%

16

85% 85%

85%

86% 80%

86% 73%

80%

85%

2013 2013 86% 86% 75%

76%

75%

76%

73%

2009

2010

2011

2012

2013

2009

2010

2011

2012

2013

MULTICHANNEL TV

TERRESTRIAL TV

MULTICHANNEL TV

TERRESTRIAL TV


13090

33506

11840

29544

Asia Pacific Average Audience: All Time ALL PEOPLE (000S) 16389

15887

AFFLUENT PEOPLE (000S) 4035

33506

2013

16389

2012

2013

15887 4035

2012

3784

11840

29544

2012

13090

2013

3784

2012

2013

Asia Pacific Average Audience: Prime Time ALL PEOPLE (000S)

AFFLUENT PEOPLE (000S)

64163 57261

25706

23443

34929

33941 9186

8927

64163 57261

25706

23443

2012 34929

2013

2012

2013

33941

MULTICHANNEL TV

TERRESTRIAL TV 9186

8927

Prime Time 1800-2359 Source: Peoplemeter, Asia Pacific includes: India, Australia, Taiwan, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, South Korea

2012

2013 MULTICHANNEL TV

2012

2013 ASIA PACIFIC VIEWERS

TERRESTRIAL TV

17


Multichannel TV Monthly Reach INDIA

AUSTRALIA

TAIWAN

92% 94%

33% 37%

100% 100%

MALAYSIA

SINGAPORE

PHILIPPINES

60% 70%

45% 59%

21% 42%

HONG KONG

NEW ZEALAND

SOUTH KOREA

51% 62%

52% 56%

87% 87%

ALL PEOPLE

AFFLUENT ADULTS

Source: Peoplemeter India. Australia, Taiwan, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, South Korea

Multichannel TV Consumed More Than Other Media 78.9

(MONTHLY) ANY CABLE/SATELLITE TV CHANNEL

74.5

(WEEKLY) ANY CABLE/SATELLITE TV (DAILY) ANY CABLE/SATELLITE TV

52.5 6.4

ANY INFLIGHT MAGAZINE ANY REGIONAL MONTHLY MAGAZINE ANY REGIONAL TRI-WEEKLY MAGAZINE ANY REGIONAL WEEKLY MAGAZINE ANY REGIONAL DAILY NEWSPAPER ANY REGIONAL TITLE

15.5 1.1 6.2 1.7 19.3 54

ANY LOCAL TITLE MULTICHANNEL TV

OTHER MEDIA

Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2013 Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or Melbourne or India

18

MULTICHANNEL TV 2015


Affluent Viewers Strongly Agree That... INDEX

WATCH PAY TV

DON’T WATCH PAY TV

I am always one of the first to use innovative tech products

113

91

I have confidence in purchasing products/ services that have been advertised

115

90

I tend to go for premium rather than standard goods/services

120

86

I have expensive tastes

107

95

Gaining knowledge and becoming better informed is a priority for me

106

96

People come to me for advice before buying new things

109

94

Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2013 Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or Melbourne or India Viewed International Channels Yesterday

ASIA PACIFIC VIEWERS

19


Affluent Viewers Are Early Adopters... WATCH PAY TV

DON’T WATCH PAY TV

(INDEX)

(INDEX)

110

93 SMARTPHONE

119

87 TABLET

118

88 SMART TV

124

HOME THEATRE SOUND SYSTEM

105

83

97 DIGITAL VIDEO CAMERA

Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2013 Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or Melbourne or India Viewed or Not Viewed International Channels Yesterday

20

MULTICHANNEL TV 2015


...and Decision Makers... WATCH PAY TV

DON’T WATCH PAY TV

(INDEX)

(INDEX)

105

97 CAR OWNER

112

92 OWN PLATINUM CREDIT CARD

105

96 BUSINESS DECISION MAKER

111

93 TOP MANAGER

104

90 HOUSEHOLD MONTHLY INCOME US $15,000+

ASIA PACIFIC VIEWERS

21


...and Travelers Too. WATCH PAY TV

DON’T WATCH PAY TV

(INDEX)

(INDEX)

133

77 TAKE A BUSINESS TRIP IN PAST 12 MONTHS

149

66 6+ BUSINESS TRIPS IN PAST 12 MONTHS

143

70 FLY 1ST OR BUSINESS CLASS

127

81 12+ NIGHTS IN A HOTEL IN PAST 12 MONTHS

132

78 3+ LEISURE TRIPS IN PAST 12 MONTHS

Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2013 Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or Melbourne or India Viewed or Not Viewed International Channels Yesterday

22

MULTICHANNEL TV 2015


ASIA PACIFIC VIEWERS

23


TV Audience Measurement 2014 RESEARCH COMPANY

PEOPLEMETER PANEL SIZE (HOMES/ HOUSEHOLDS)

Nielsen TAM on behalf of OzTAM

“3,500 (Metropolitan), 1,413 (National subscription TV)”

Metro areas (5 cities) & nationally for Subscription TV

Nielsen TAM on behalf of Regional TAM

2,135 (Regional)

Queensland, Northern NSW, Southern NSW, Victoria, Tasmania & Regional Western Australia

Cambodia

Kantar Media

810 Diary

Phnom Penh, Siem Riep & Battambang

China

CSM

33,000

“National 1 / Provincial 25 / City 148 “

Hong Kong

Nielsen

800

HK Region

India

TAM Media Research

10,150

Urban India

Indonesia

Nielsen

2,273 (Terrestrial), 300 (Pay TV)

Terrestrial: 11 cities, Pay TV: Jakarta

Japan

Video Research Ltd

6,600 National panel & separate Subscription TV Panel 600 *

Tokyo & Osaka

Malaysia

Nielsen

1,100

Peninsular Malaysia

New Zealand

Nielsen

600

National

Pakistan

Medialogic Pakistan

1000+ HH ,6000+ Individuals

Top 20 Cities Incl. 3 Metros

Gallup Pakistan

National Panel: 4,000 HH , 5500 Individuals (3,600 Urban HH & 400 Rural HH)*

National (Urban+Rural)

Nielsen

“National Panel 3,500. (2,000 Urban homes (NUTAM) and 1,500 Rural homes (RTAM)) “

National (Urban+Rural)

Nielsen

“Metro Panel 2,220. (1,190 Mega Manila homes (MEGATAM) and 1,030 homes for 8 other Metros)”

Metro Cities

COUNTRY

Australia

Philippines

Philippines

PANEL COVERAGE

Kantar Media

1,350

National Urban

Kantar Media

900

National Rural

Singapore

Kantar Media

800

National

South Korea

Nielsen

4,320

National

TNmS

3,200

National

Taiwan

Nielsen

2,000

National

Thailand

Nielsen

1,800

National

Vietnam

Kantar Media

3065(diaries) & 1070 (peoplemeter) "National (6 cities”)


DTT MEASURED

COMMERCIAL BREAK RATINGS FOR PAY TV CHANNELS

COMMERCIAL SPOT LOGS FOR PAY TV CHANNELS

PAY TV REACH & FREQUENCY AVAILABLE

Yes

Yes

No

No

Yes

Yes

No

Yes

Yes

Yes

CABLE/ SATELLITE MEASURED

SOFTWARE

TABLETS, SMARTPHONES, INTERNET

Yes

User choice*

Yes - Desktop & Laptop

No

Yes

User choice*

Yes - Desktop & Laptop

No

No

No

Infosys+

No

Yes

No

No

Yes

Infosys+

Yes

Yes

Yes

No

No

Yes

Arianna

Yes - Laptop/ Desktop

Yes

No

Yes

Yes

Yes

Media X*Press

No

Yes

No

No

No

Yes

Arianna

No

Yes

No

No

No

Yes

RVCS

No

Yes

No

Yes

Yes

Yes

Arianna

No (under discussion)

Yes

Yes

Yes

Yes

Yes

Arianna

No

Yes

N/A

Yes (80 channels)

Yes (80 channels)

Yes

InfoSys+ (Kantar)

No

Yes

N/A

Yes

Yes

Yes

Reporter

No

Yes

No

Yes

Yes

Yes

Arianna

Plan for online campaign ratings Q1 2015

Yes

No

Yes

Yes

Yes

Arianna

Yes

Yes

Yes

Yes

Yes

InfoSys+

No

Yes

No

Some

Some

Yes

InfoSys+

No

Yes

Some

No

No

Yes

InfoSys+

No

Yes

Yes

Yes

Yes

Yes

Arianna

Yes - Desktop & Laptop

Yes

Yes

Yes

Yes

Yes

Infosys

No

Yes

Yes

Yes

Yes

Yes

Arianna

No

Yes

Yes

Yes

Yes

Yes

Arianna

No

Yes

Yes

Yes

Yes

Yes

Infosys+

No


Survey: Audience Measurement SURVEY

RESEARCH COMPANY

SAMPLE SIZE

PANEL COVERAGE

METHODOLOGY

Media Atlas China

Ipsos

30,600

National / Provincial / City

 Door to door / CATI

Media Atlas Hong Kong

Ipsos

5,000

National

CATI/Online/F2F

Affluent Asia

Ipsos

18,800

10 APAC Markets

CATI / Online

BE Asia

Ipsos

3,500

8 Asian Markets

CATI, Postal & Online

Media Index

Nielsen

6,000+

Hong Kong

Face-to-face/Online

Consumer & Media View

Nielsen

100,000+

Australia

Online

12,000

New Zealand

Face-to-face

23,000^

Indonesia, 11 cities

Face-to-face

10,000

Malaysia, Peninsular

Face-to-face

10,000

Philippines, National Urban

Face-to-face

4,200+

Singapore

Face-to-face

9,000+

Thailand

Face-to-face

China CNRS

CTR

100,000

60 1-4 tier cities

F-F /self completed/ On-line

India

IMRB

51,000

National

F-F /self completed

South Korea

Hankook

9,000

National

F-F /self completed

Sri Lanka

IMRB

3,000

National

Vietnam

Kantarmedia

13,560

6 cities

F-F /self completed

Survey Notes: Australia,OzTAM: Peoplemeter. 5 City Metro Markets: Sydney, Melbourne, Brisbane, Adelaide & Perth & nationally for Subscription TV. RegionalTAM Australia, User Choice* Gold Standard accredited software suppliers for OzTAM & RegionalTAM Data : TV Map (Broadcast M.A.P), R8ting Library for MediaWise (Day 8 Technology), AdQuest eTAM (Landsberry & James), Pinergy (MediaCom), Arianna (NielsenTAM), TARDIIS (Starcom MediaVest Group), AdvantEdge (TechEdge) Cambodia. Kantar Media. China,CSM: Peoplemeter & Diary. 1 national meter panel, 79 city meter panels, 11 provincial meter panels, 69 diary city panels, 14 diary provincial panels India,TAM Media Research: Peoplemeter. 225 urban cities covered (from Jan 2013). Indonesia, Nielsen: Terrestrial: 11 cities: Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin and Surakarta. Pay TV: Greater Jakarta.

26

Japan,Video Research Ltd: Peoplemeters in Tokyo & Osaka. Non-continuous measurement,2 week sweeps conducted every two months (12 weeks/year). Subscription TV panel is separate from national terrestrial TV panel of 6,600 homes, 52 weeks reporting /year MULTICHANNEL TV 2015


CAB/SAT MEASURED

DTT

SOFTWARE

REACH & FREQUENCYÂ

Yes

No

Telmar

No

Yes

Yes

User choice

No

Affluent 25-64

Yes

No

User choice

Yes

Elite

Yes

No

User choice

DEMOGRAPHIC

OVERVIEW

12 - 64

Media and Product Consumption

12 - 64

12 - 64 14+

Media and Product Consumption

10+ 10+ 15+ 10+ 15+ 12+ 15-69 15-55 ABC 11-64

15-55

Pakistan,Medialogic: 9 key cities - Karachi, Lahore, Islamabad, Faisalabad, Multan, Hyderabad, Sukkur, Gujranwala and Peshawar * Pakistan, Gallup Pakistan: National diary panel include all 3 Metros (Karachi, Lahore, Islamabad/Rawalpindi: 2,100 individuals) , 5 Large Cities (Faisalabad, Hyderabad, Multan, Peshawar, Quetta : 1,100 individuals), 10 Small Cities & Towns (Gujrat,Jacobabad,Kasur,Mardan,Pashin,Rajanpur,Rohri,Sahiwal,Sargodha,Thatta : 1,500 individuals) , Rural 800 individuals Philippines: NUTAM (National Urban), Mega TAM (Metro Manila & suburbs), MCTAM (Metro cities). South Korea, TNmS: Peoplemeter Panel and also DMB measurement, Car navigation device (310 panel) and Smartphone of Android OS (700 panel). And Return Path Data panel size is 10,000 homes of KT IPTV (Seoul, Incheon, Busan, Gwangju, Daejeon, Daegu, Ulsan, Gyungi Province, Kangwon Province, North Chungcheong Province, South Chungcheong Province, North Gyeongsang Province, South Gyeongsang Province, North Jeolla Province, South Jeolla Province, Jeju Island) Vietnam,Kantarmedia : People meter & Diary, 1 National diary panel, 3 cities diary panel: Danang, Hai Phong & Nha Trang, 3 People meter cities: HCMC, Hanoi and Can Tho ^: CMV Indonesia sample include CMV + Fusion with TV data Note: Please contact the research company for a complete report on measurement.

MEASUREMENT GUIDE

27


ADVERTISING REVENUE

A Guide to TV Ad Revenue in the Region

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MULTICHANNEL TV 2015


ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region VIETNAM

Asia THAILAND Pacific Share of TV Advertising 2013

TAIWAN SOUTH KOREA VIETNAM SINGAPORE THAILAND PHILIPPINES TAIWAN PAKISTAN SOUTH KOREA NEW ZEALAND SINGAPORE MALAYSIA PHILIPPINES JAPAN PAKISTAN NEWINDONESIA ZEALAND INDIA MALAYSIA HONGJAPAN KONG CHINA INDONESIA AUSTRALIA INDIA HONG KONG 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CHINA AUSTRALIA MULTICHANNEL TV TERRESTRIAL TV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% MULTICHANNEL TV

TERRESTRIAL TV

Asia Pacific TV Advertising Growth Percentage 18.5

18.2

18.5

18.2

12 10.3 8.4

12 10.3

8.4

5.5 4

4.8

4

2010

2011 2011

2012

3.8

3.5 4.8

3.8

3.5 2013

2014

2012MULTICHANNEL 2013 2014 TV

10.1

11

10.6

9.9

5.5

2010

11

10.6

9.9

2015

10.5

10.1 4.4 4.4

2016

10.5

4.3

3.6 3.6 2017

2015TERRESTRIAL 2016 TV2017

4.3 2018 2018

Source: PWC LLP, Informa Telecoms and Media 2014

[

MULTICHANNEL TV TERRESTRIAL TV While growth prospects for traditional pay TV are slowing in a number of markets, the need for innovation around delivering enhanced consumer experiences needs to take center stage.

MARCEL FENEZ Global Leader, Entertainment & Media, PwC

[

ADVERTISING REVENUE

29


ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region Global Ad Market Jumps 3.7% in 2013 Asia Pacific drives growth with a 7.4% increase in spending. GROWTH OF ADVERTISING SPENDING BY REGION IN 2013 VS 2012 (%) 3.7 3.7 2.1 2.1 7.4 7.4 -2.8 -2.8 14.4 14.4 2.2 2.2 GLOBAL GLOBAL EUROPE EUROPE

N. AMERICA N. AMERICA LATIN AMERICA LATIN AMERICA

ASIA PACIFIC ASIA PACIFIC MIDDLE EAST & AFRICA MIDDLE EAST & AFRICA

Emerging Markets Lead Growth Indonesia, Malaysia, and Philippines increasingly seen as stable investment markets. GROWTH OF ADVERTISING SPENDING BY APAC MARKETS 2013 VS 2012 (%) INDONESIA INDONESIA CHINA CHINA MALAYSIA MALAYSIA PHILIPPINES PHILIPPINES HONG KONG HONG KONG ASIA PACIFIC ASIA PACIFIC SINGAPORE SINGAPORE NEW ZEALAND NEW ZEALAND JAPAN JAPAN THAILAND THAILAND TAIWAN TAIWAN AUSTRALIA AUSTRALIA SOUTH KOREA SOUTH KOREA

20.8 18.5 15.9 9.2 7.5 9.2 7.5 7.4 4.2

7.4

2.9 4.2 1.7 2.9 0.91.7 0.0

0.9

-1.3 0.0 -1.3 -2.3 -2.3

Source: Nielsen Global AdView Pulse Q4 2013 Based on net figures estimated with Nielsen Global AdView weighting factors

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MULTICHANNEL TV 2015

15.9

18.5

20.8


Industry & Services Boost Budgets in APAC Industry & Services companies in APAC invested 34.6% more on advertising in 2013, led by impressive increases in property advertising. APAC AD INVESTMENT TREND 2013 VS 2012 (%) IND.&SERV. IND.&SERV.

34.6

DISTRIB.

15.4

DISTRIB.

MEDIA FMCG ENTERT.

10.1

MEDIA

ENTERT.

2.3 1.2

DURABLES TELECOM. -1.1

2.5 2.3 1.2

CLOTH. & ACCES. -1.9 TELECOM.

-1.1

HEALTHC. -2.8 CLOTH. & ACCES.

-1.9

HEALTHC.

10.1 8.7

2.5

FINANCIAL

AUTOMOTIVE -5.8

15.4

8.7

FMCG

FINANCIAL DURABLES

34.6

-2.8

AUTOMOTIVE -5.8

Asia Pacific Second Strongest TV Ad Revenue Growth TV is one of the few media types to see growth in all regions. 4.7

GROWTH OF TV AD SPENDING BY REGION, FULL YEAR 2013 VS 2012 (%) 2.5

4.7 6.7

2.5

1.1

6.7

16.6

1.1 2.9 GLOBAL EUROPE

2.9

N. AMERICA LATIN AMERICA

GLOBAL EUROPE

ASIA PACIFIC MIDDLE EAST & AFRICA

N. AMERICA LATIN AMERICA

16.6

ASIA PACIFIC MIDDLE EAST & AFRICA

Source: Nielsen Global AdView Pulse Q4 2013 Based on net figures estimated with Nielsen Global AdView weighting factors

ADVERTISING REVENUE

31


ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region

The pay TV advertising market continues to grow in Asia Pacific, with an estimated +9.4% YOY for 2014; this compares to +7.6% for the total advertising market. We predict a CAGR of +10.5% for pay TV over the next 5 years. TV is predicted to maintain a strong 40% of all advertising spend by 2019 in Asia Pacific; only slightly down from the 41% we see today. There is opportunity for the industry to continue to expand beyond the traditional TV set as we estimate online video will increase to 11% of total advertising spend and mobile video to 5%. From virtually no advertising spend against online & mobile video in 2005; we estimate that US$ 3.8 billion will be invested in 2014 in Asia Pacific. Looking forward, this is expected to increase to US$ 12.3 billion in 2019. This represents a CAGR of 26.5% over the next 5 years. In addition to the advertising opportunities, this growth in digital video has an impact on content marketing for advertisers, agencies and broadcasters.

CRAIG HARVEY Head of Research, IPG Mediabrands Hong Kong 32

MULTICHANNEL TV 2015


Share of Media GLOBAL

ASIA PACIFIC 100%

100%

80%

80% 60% 27%

36%

40%

39%

2014

2019

36%

20%

41%

40%

2014

2019

0%

0%

TV

26% 40%

40% 20%

60%

INTERNET

NEWSPAPERS

MAGAZINES

RADIO

OUTDOOR

The Rise of Online and Mobile Video Percent share of media GLOBAL

ASIA PACIFIC 60%

60%

40%

11%

11%

9%

40% 30%

30%

30% 20%

10%

50%

50%

30%

32%

28% 20%

5% 10% 0%

4%

1% 6%

9%

2014

2019

ONLINE VIDEO

FTA TV

10% 0%

2% 8%

11%

2014

2019

MOBILE VIDEO

PAY-TV

Source:: Magna Global Advertising Forecasts (June 2014), IPG Mediabrands

ADVERTISING REVENUE

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ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region Video: From Zero to Hero in Asia Pacific 14,000 US$ MILLIONS

12,000 10,000

3,747

8,000 6,000 4,000

817

2,000

8,575

3,061

09 20 10 20 11 20 12 20 13 20 14 20 15 20 16 20 17 20 18 20 19

08

20

07

20

06

20

20

20

05

0

ONLINE VIDEO

MOBILE VIDEO

Source: Magna Global Advertising Forecasts (June 2014), IPG Mediabrands

34

MULTICHANNEL TV 2015


IPG Mediabrands: APAC TV Advertising Revenue ASIA PACIFIC

2014 TOTAL (US$ MILLIONS)

2014 % OF TOTAL ADVERTISING REVENUE

2014 % OF TOTAL TV REVENUE

FTA

PAY TV

TOTAL

FTA

PAY TV

FTA

PAY TV

Asia Pacific

48,563

13,117

149,956

32%

9%

79%

21%

Australia

3,334

499

12,374

27%

4%

87%

13%

China

13,368

5,322

50,858

26%

10%

72%

28%

Hong Kong

985

46

3,415

29%

1%

96%

4%

India

245

2,575

7,051

3%

37%

9%

91%

Indonesia

4,232

19

7,837

54%

0%

100%

0%

Japan

18,663

1,306

43,099

43%

3%

93%

7%

Malaysia

774

321

2,950

26%

11%

71%

29%

New Zealand

491

57

1,811

27%

3%

90%

10%

Pakistan

32

169

316

10%

53%

16%

84%

Philippines

986

54

1,623

61%

3%

95%

5%

Singapore

687

69

2,122

32%

3%

91%

9%

South Korea

1,713

1,413

8,885

19%

16%

55%

45%

Taiwan

147

760

2,194

7%

35%

16%

84%

Thailand

2,215

348

4,410

50%

8%

86%

14%

Vietnam

691

159

1,011

68%

16%

81%

19%

FTA

PAY TV

TOTAL

4.6%

9.4%

7.6%

2014 vs. 2013 % Change

Note: Data excludes revenue from regional campaigns. Source: Magna Global Advertising Forecasts (June 2014), IPG Mediabrands

ADVERTISING REVENUE

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ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region Global Ad Expenditure & Share 2014 186591 US$ Millions 186591

146842 107222

146842

107222 41511 41511

26063 4722 26063

10704

N

AM ER N A IC M A ER IC AS A IA PA AS I C A IF PA IC C IF IC W EU RO W E PE UR LA O TI PE N LA AM TI ER N A IC M A ER C IC & A E C EU & RO E E PE UR O M PE ID D M LE ID EA DL ST E RE EA ST ST R O ES F W TO O F RL W D O RL D

4722

10704

INTERNET 24% INTERNET 24%

NEWSPAPER 15% NEWSPAPER 15% MAGAZINE 7% MAGAZINE 7%

OUTDOOR 7%

CINEMA 0.5 % CINEMA 0.5 %

OUTDOOR 7% RADIO 7% RADIO 7%

TV 39% TV 39%

Source: Zenith Optimedia Advertising Expenditure Forecasts June 2014 (TV, print, radio, cinema, outdoor, Internet)

36

MULTICHANNEL TV 2015


Asia Pacific Ad Expenditure Growth & Share 2014 Year on year change at current prices (%)

12.3 12.3

6.7

6.5

6

6.5

6.7

6.5

6

6.5

7.4 7.4

09 v 08

10 v 09

11 v 10

12 v 11

13 v 12

14 v 13

15 v 14

09 v 08 -5.1

10 v 09

11 v 10

12 v 11

13 v 12

14 v 13

15 v 14

-5.1

INTERNET 24%

NEWSPAPER 18%

INTERNET 24%

MAGAZINE NEWSPAPER 4% 18% MAGAZINE 4%

OUTDOOR 10%

CINEMA 0.5 % CINEMA 0.5 %

OUTDOOR 10% RADIO 4% RADIO 4%

TV 40% TV 40%

Source: Zenith Optimedia Advertising Expenditure Forecasts June 2014 (TV, print, radio, cinema, outdoor, internet)

ADVERTISING REVENUE

37


ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region

Television is the dominant advertising medium in Asia Pacific, attracting 40% of all ad expenditure this year, and ZenithOptimedia forecasts it to grow at an average of 5% a year until at least 2016. Meanwhile online video offers high-quality content that viewers can watch whenever they want and – using smartphones and tablets – wherever they want. Video advertising as a whole will remain the best way to build brand awareness and engagement for many years to come. JONATHAN BARNARD Head of Forecasting, ZenithOptimedia

Top 20 Countries by Advertisers’ Major Media Expenditure (US$ Million at Current Prices) 2014 USA

175,380

RUSSIA

10,704

CHINA

46,001

ITALY

8,701

JAPAN

44,139

INDONESIA

8,289

GERMANY

24,643

MEXICO

6,589

UK

22,390

ARGENTINA

6,246

BRAZIL

16,571

SWITZERLAND

5,814

FRANCE

13,193

INDIA

5,792

AUSTRALIA

12,511

SPAIN

5,772

SOUTH KOREA

11,670

BELGIUM

5,102

CANADA

11,211

NETHERLANDS

5,097

Source: Zenith Optimedia Advertising Expenditure Forecasts June 2014

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MULTICHANNEL TV 2015


Television Advertising Expenditure Share 2014

A AY LAY N SIA SIA EW EW ZE Z AL EAL AN AN D D PA P KI AKI ST S AN TAN PH PH IL I IP LIP SO SOPIN PIN ES U U ES TH TH KO KO RE RE A A AL

M

D IN IA D

PAY-TV PAY-TV

N

M

AU

ST

AU

0%

IN

S RA TRA H H LIA LIA O O N N G G KO KO N N G G

90% 100% 80% 90% 70% 80% 60% 70% 50% 60% 40% 50% 30% 40% 20% 30% 10% 20% 0% 10%

IA

100%

FREE TV FREE TV

Television Advertising Expenditure 2014 US Million ($) at Current Prices3928 AUSTRALIA CHINA AUSTRALIA 3928 HONG KONG 796 CHINA INDIA 2100 HONG KONG 796 INDONESIA 4823 INDIA 2100 JAPAN INDONESIA 4823 MALAYSIA 842 JAPAN NEW ZEALAND 531 MALAYSIA 842 PAKISTAN 254 NEW ZEALAND 531 PHILIPPINES 1253 PAKISTAN 254 SINGAPORE 675 PHILIPPINES 1253 SOUTH KOREA 4493 SINGAPORE 675 TAIWAN 858 SOUTH KOREA THAILAND 2200 4493 TAIWAN 858 VIETNAM 835 THAILAND 2200 VIETNAM 835

16421 16421 18608 18608

Source: Zenith Optimedia Advertising Expenditure Forecasts June 2014

ADVERTISING REVENUE

39


ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region

Indonesia with its shining growth performance this year, will take pole position in 2015. Growth in the world economy slowed slightly in 2013 and so did media investments recording a modest 3.5% increase in measured global ad investment to stand at USD511 billion at today’s exchange rates. However we forecast 2014 ad growth to rise to 4.5% and yield a USD535 billion despite various PEST* factors. (*Political, Economic, Social & Technological). Asia Pacific’s contribution to the global ad dollars will net out at 33% in 2014, sliding past North America with what will look like a photo finish. Clearly, we can now herald the region as the lead contributor to the world ad economy with significant contributions coming from China and Japan. Early predictions for 2015 on media spend growth for Asia Pacific indicates a revival to about 7.1% over 2014. With new leaders at the helm in India and Indonesia, watch out for renewed confidence and marketing boosts in 2015 for these two markets. ASEAN’s growth performance in 2014 was considerably reduced from what was a bullish 2013, the degrowth coming from Malaysia, Singapore, Philippines, Thailand and Vietnam. From political turmoil to leadership instability, the region was struggling to match up to 2013 – Thailand being the worst hit. The onus was laid on Indonesia to lift the sub-region with its healthy 20% YOY growth. As predicted, Indonesia emerged the shining star this year. The rise of China continued and will yield just about 10% growth, it is expected to end at US$76bn. Its neighbours in South Korea struggled to get back to their heyday, which was several years ago. Hong Kong meanwhile has the world’s highest percapita ad investment and in 2014 should be the first ever to pass USD 1,000!

40

MULTICHANNEL TV 2015


In most regions, TV investment growth and share of media is stagnating or declining. In Asia Pacific the same is declining since 2012 and has grown only by 3% in 2014. Amongst this slowdown, Indonesia is the only market where we saw TV growing by 20% while Singapore saw a negative trend. Overall digital media growth in APAC is slowing down to about 22%. But as a region it will still deliver the most promising growth on digital spends in 2014 and 2015. We see Australia, China and Indonesia with declining growth rates year-on-year as the saturation effect takes on. In China the digital share of media is now at a staggering one-third of total media spend and has overtaken even Western Europe. The phenomenal growth in online video has skyrocketed spends on the digital platform. The exponential growth of mobile devices has made advertisers recognize the power of this screen and shift dollars to it. As inflation in FTA costs is slowly coming to control, we also observe decline in growth for radio, magazines and press.

DEEPIKA NIKHILENDER Leader - Business Planning Asia Pacific, Mindshare Asia Pacific


ADVERTISING REVENUE A Guide to TV Ad Revenue in the Region Asia Pacific Net Advertising Revenue Overview FULL YEAR 2013

42

BY COUNTRY

Total Advertising spends in US$ M

Advertising Expenditure as a % of Asia Pacific

Total spends on TV in US$ M

TV as a % of total spends

Australia

12,352

7.5

3,750

30.4

Bangladesh

292

0.2

121

41.4

China

69,207

41.9

34,824

50.3

Hong Kong

7,150

4.3

2,367

33.1

India

6,423

3.9

2,802

43.6

Indonesia

2,061

1.2

1,352

65.6

Japan

43,078

26.1

18,947

44.0

Malaysia

1,653

1.0

439

26.6

New Zealand

1,848

1.1

575

31.1

Pakistan

778

0.5

610

78.4

Philippines

2,673

1.6

2,240

83.8

Singapore

1,671

1.0

563

33.7

South Korea

9,473

5.7

3,147

33.2

Taiwan

1,875

1.1

854

45.5

Thailand

3,303

2.0

1,931

58.5

Vietnam

1,523

0.9

1,348

88.5

BY REGION

Total Advertising spends in US$ M

Advertising Expenditure as a % of Asia Pacific

Total spends on TV in US$ M

TV as a % of total spends

Asia Pacific (All)

165,360

100

75,871

45.9

North Asia

130,783

79.1

60,139

46.0

South Asia

7,493

4.5

3,533

47.1

Asean

12,884

7.8

7,874

61.1

Australia/NZ

14,200

8.6

4,325

30.5

MULTICHANNEL TV 2015


Asia Pacific Net Advertising Revenue Overview FORECAST 2014 BY COUNTRY

Total Advertising spends in US$ M

Advertising Expenditure as a % of Asia Pacific

Total spends on TV in US$ M

TV as a % of total spends

Australia

11,966

6.8

3,826

32.0

Bangladesh

323

0.2

139

43.0

China

75,979

43.4

35,533

46.8

Hong Kong

7,824

4.5

2,645

33.8

India

7,229

4.1

3,216

44.5

Indonesia

2,456

1.4

1,621

66.0

Japan

43,805

25.0

19,354

44.2

Malaysia

1,747

1.0

462

26.4

New Zealand

1,919

1.1

610

31.8

Pakistan

723

0.4

558

77.2

Philippines

2,698

1.5

2,284

84.7

Singapore

1,628

0.9

549

33.7

South Korea

9,763

5.6

3,187

32.6

Taiwan

2,008

1.1

896

44.6

Thailand

3,325

1.9

1,939

58.3

Vietnam

1,738

1.0

1,550

89.2

BY REGION

Total Advertising spends in US$ M

Advertising Expenditure as a % of Asia Pacific

Total spends on TV in US$ M

TV as a % of total spends

Asia Pacific (All)

175,131

100

78,369

44.7

North Asia

139,379

79.6

61,615

44.2

South Asia

8,275

4.7

3,913

47.3

Asean

13,592

7.8

8,405

61.8

Australia/NZ

13,885

7.9

4,436

31.9

North Asia: China, Hong Kong, Taiwan, South Korea & Japan South Asia: India, Pakistan, Bangladesh South East Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam Australasia: Australia & New Zealand US$ conversions are subject to fluctuation from the time of analysis. Source: GroupM, TYNY Autumn Report August 2014, Actual full year 2013 expenditure including agency commission and 2013 & 2014 forecasts

ADVERTISING REVENUE

43


FIGHTING FOR THE FUTURE

Pay TV’s share of media advertising dollars in Asia Pacific should be significantly higher than the 9% it garnered in 2013. Stronger macro foundations combined with structural improvement (i.e. new ratings systems and the growth of addressable digital distribution) in large, accessible pay TV advertising market, (i.e. India), are encouraging for the future. Improving macro foundations will also prove significant for important pay TV ad markets such as Australia, Korea and Taiwan – the last being especially key as the ad market has been in the doldrums for some time. Southeast Asia is the one big cluster where pay TV advertising has the most scope to improve as local multichannel operators take a bigger chunk of FTA TV budgets and capitalize on better ratings and systems, which have long remained inadequate. Return-path ratings data developed by the largest pay TV distribution platforms in Malaysia, Singapore and Indonesia, will also have a role to play. During 2014, economies have been rocky but Media Partners Asia’s (MPA) view is that economic growth will remain fairly dynamic in most Asian markets over the medium term as both new and old governments help drive structural reform and market driven liberalization. This will help foster income growth and the expansion of middleclass households, which in turn will broadly sustain consumer spend on pay TV and support advertising growth. In terms of industry trends, rising media fragmentation and complexity continues to pose a big challenge to pay TV companies, who have to sustain impact and audience share, while maintaining revenue and profit. The pay TV companies that can deliver integration with their own multimedia platforms, to amplify the viewing experience and bring more value to brand-owners – pre, during and post broadcast – will succeed more often in the fragmented world. However, fragmentation will also lead to cheaper media. 44

MULTICHANNEL TV 2015


TRACKING TRENDS According to MPA analysis, pay TV advertising is already a significant force in markets such as China, India, Korea and Taiwan. In Australia, growth has ebbed and flowed, but MPA still predicts an incremental upside in this market. Return path ratings data, leveraging set top boxes, will become important in markets such as Malaysia, Indonesia and Singapore in addition to Australia, India and Korea. This will enable local platforms and channels to capitalize on analytics and grow advertising. Pan-regional advertising dollars will become increasingly challenged with the rise of online media and lower CPMs on rival digital platforms such as YouTube.

Pay TV Penetration vs. Pay TV Share of Total Advertising 2014 % PAY TV SHARE OF TOTAL ADVERTISING

% PAY TV PEN./TVHH

Australia

7.2%

30%

China

11.0%

53%

Hong Kong

3.3%

89%

India

40.4%

80%

Indonesia

2.0%

11%

Japan

1.3%

29%

Korea

15.8%

100%

Malaysia

10.5%

55%

New Zealand

3.7%

52%

Philippines

7.3%

14%

Singapore

4.8%

68%

Taiwan

29.8%

89%

Thailand

3.0%

28%

Vietnam

14.6%

28%

Source: Media Partners Asia

FIGHTING FOR THE FUTURE

45


FIGHTING FOR THE FUTURE

Key market highlights from MPA’s analysis include: • India. Improved political stability will help boost corporate advertising expenditure and buoy TV advertising in particular. MPA analysis indicates that India’s TV advertising market will grow by 9.5% in 2014, improving to 11.0% growth in 2015. Pay TV advertising expanded by 9.0% in 2013 to reach ~US$2.3 bil., equivalent to more than 40% share of the total ad market. Pay TV advertising is projected by MPA to grow by 9.7% in 2014 and 11.3% in 2015.

% PAY TV PEN./TVHH

In January 2014, TRAI introduced a set of policy guidelines for TV rating agencies. The onus is on According to the new guidelines, TV rating agencies will have to register with the pay channels Ministry and comply with ownership rules. to justify the These rules do not allow more than a 10% increase through cross holding between the rating agencies and broadcasters, advertisers and media programming. buyers. A minimum panel size of 20,000 is to be implemented. Kantar Media, the WPP company which has a 50% stake in TAM Media Research, India’s only operational rating agency, is set to become redundant. While the future of TAM is uncertain, broadcasters and agencies are hopeful that new metrics will be introduced by BARC, a new agency, by end-2014. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Korea Hong Kong

India Singapore New Zealand Malaysia China Japan

Australia

Thailand

Vietnam Philippines

Indonesia 0%

5%

Source: Media Partners Asia

46

Taiwan

10% 15% 20% 25% 30% 35% 40% % PAY TV SHARE OF TOTAL ADVERTISING 2014

MULTICHANNEL TV 2015

45%


FIGHTING FOR THE FUTURE

47


FIGHTING FOR THE FUTURE

• Korea. Net pay TV advertising grew by 3% in 2013 to reach ~US$1.3 billion in net terms with cable accounting for more than 90% of this pie. Cable ad dollars were up only 1% in 2013 but ad sales on DTH and IPTV platforms grew at a significant pace from a low base. The ad market is expected to grow by 3-4% in 2014 and pay TV by 6% though there are risks to this forecast because of economic volatility. Pay TV advertising continues to gain share relative to freeto-air networks, accounting for 42% of the total TV advertising pie in 2013. The pay TV channels market is dominated by: (1) CJ E&M; (2) Pay channels from SBS, MBC and KBS; (3) Pay channels from MSOs such as Tbroad and C&M; and (4) New “comprehensive” channels from media groups such as Joongang and Chosun. In 2013, CJ channels had 17% audience share in pay-homes followed by 26% for comprehensive channels; 19% for terrestrial owned pay channels; 14% for cable MSO owned pay channels; and 24% for the remainder.

Pay TV Penetration vs. Pay TV Share of Total TV Advertising 2014 % PAY TV SHARE OF TOTAL TV ADVERTISING

% PAY TV PEN./TVHH

Australia

20.4%

30%

China

28.5%

53%

Hong Kong

10.6%

89%

India

92.8%

80%

Indonesia

2.9%

11%

Japan

3.9%

29%

Korea

39.8%

100%

Malaysia

34.0%

55%

New Zealand

11.9%

52%

Philippines

10.4%

14%

Singapore

15.6%

68%

Taiwan

81.4%

89%

Thailand

5.0%

28%

Vietnam

18.6%

28%

Source: Media Partners Asia

48

MULTICHANNEL TV 2015


% PAY TV PEN./TVHH

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Korea Taiwan

Hong Kong

India Singapore New Zealand China

Malaysia

Japan Australia Vietnam Thailand Philippines Indonesia 0%

10%

20% 30% 40% 50% 60% 70% 80% % PAY TV SHARE OF TV ADVERTISING 2014

90%

100%

Source: Media Partners Asia

• Malaysia. Dominant pay TV operator Astro’s pay TV advertising sales grew 16% in 2013 to reach ~US$102 mil.; additional revenue that accrued to external/ turnaround channels was marginally flat at US$20-25 mil. Pay TV advertising remains a significant growth opportunity. According to MPA analysis, Astro only has a 31-32% share of the TV advertising market in 2013 in spite of 47% TV viewership share. With an expanding customer base, and the growing appeal of its mass-market local content (key shows now consistently reach over 1 mil. viewers per episode), Astro will invariably generate higher audience share, and grab more advertising share. One key lever is that advertisers value the bundles that Astro provides across all its media platforms, including pay TV, radio, publications and digital. • Philippines. FTA remains the default TV medium for advertisers who want a broad reach, while pay TV remains ideal for targeted audiences. Media buyers indicate that pay TV channels could be getting nearly twice their current share of total TV ad budgets (7-8% in 2013) due to their targeted reach. The onus is on pay channels to justify the increase through programming. Broadcasters are therefore looking at creating more content unique to pay channels through local production. Fox International Channels (FIC), for instance, has created a local channel (Fox Filipino) and may invest in local production to compete with popular dramas on FTA. In March 2014, NBC Universal announced a local reality series to be aired on the E! channel. Broadcasters are also launching more local feeds to secure local advertising. Net pay TV advertising revenues will reach only US$80 million in 2014 and have significant scope for future growth.

49


BEYOND THE BOX Highlights from The Ericsson Consumer Insight Report 2014 Device Viewing 25% increase in willingness to pay for anywhere access compared to 2012. TV-screen 2014 TV-screen 2012 Desktop 2014 TV-screen Desktop 2012 TV-screen Laptop 2014 Desktop Laptop 2012 Desktop Smartphone Laptop 2014 Smartphone Laptop 2012 Tablet 2014 Smartphone Tablet 2012 Smartphone Tablet 2014 0

2

4

6

8

10

12

14

16

18

Tablet 2012 AVERAGE HOURS WATCHING VIDEO ON EACH DEVICE PER WEEK 0

2

4

8 AT6 HOME

10 AWAY 12 FROM 14HOME 16

18

Base: Base 9 Markets [Those who have and use respective device]; Source: Ericsson ConsumerLab TV & PER MediaWEEK 2014 Study AVERAGE HOURS WATCHING VIDEO ON EACH DEVICE

Changes in Viewing

AT HOME

AWAY FROM HOME

CONSUMER TV/VIDEO ON A MORE WEEKLYviewing BASIS habits, On demand content make CONSUMPTION up for an increasing part ofTHAN consumers especially streaming. 100% 90% CONSUMER CONSUMPTION ON A MORE 83% TV/VIDEO SCHEDULED BROADCAST TV THAN WEEKLY BASIS 77% 80% 100% 70% 90% 60% 80% 50% 70% 40% 60% 30% 50% 20% 40% 10% 30% 0% 20% 10% 0%

61% 83%

STREAMED VIDEO SCHEDULED BROADCAST TV

75% 77%

STREAMED VIDEO BROADCAST TV RECORDED

75%

47% 61% 31% 47% 31% 2011

2011

28% DVD, BLU-RAY, ETC. RECORDED BROADCAST TV

25% 28%

DVD, BLU-RAY, ETC. 2012 2013

2012

2013

25% 2014

2014

Base: Base 9 Markets (Brazil, China, Germany, South Korea, Spain, Sweden, Taiwan, UK, US) [Showing: Use several times a week or more]; Source: Ericsson ConsumerLab TV & Media 2014 Study

50

MULTICHANNEL TV 2015


Viewing Situations Younger TV viewers have more flexible viewing habits. They watch more in nontraditional viewing situations than older viewers. 16-24 16-24 25-44 25-44 45-59 45-59 60-69 60-69

IN IN WHAT WHAT SITUATIONS SITUATIONS DO DO YOU YOU WATCH WATCH ANY TYPE OF TV/VIDEO CONTENT ANY TYPE OF TV/VIDEO CONTENT – – AT AT LEAST LEAST WEEKLY? WEEKLY?

ININ BB GG EDED ETET BB FO ATAT TITNINEFEO GG RREE HH O O U U TH TH MM PP EE EEDD MM UU OO RR WW RRNN ININ HH ILIL ININ GG EE GG CC OO MM MM UU ATAT TITI NN WW GG OO RRKK /S/S CC HH OO OO OO LL UU TT AANN ININ DD TH TH AABB EE OOUU ATAT CC TT ITIT HH YY OO TH TH MMEE EE DD EVEV UURR EN EN ININ RREE AA I I GG LALA TTF F NNGG TITI RRI I VVEE EN E S’S’ NDD HH S’S’ OO OO MM RR II ESES FAFA NNBB LLLL EDED ININ BB GG EFEF AAS S OO LELE RREE EPEP

100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0%

Base: Base 23 markets; Source: Ericsson ConsumerLab TV & Media 2014 Study

Place Shifting Easy to use streaming S-VOD services encourage place-shifing. DON’T DON’T KNOW KNOW 3% 3%

36% 36% PLACE PLACE SHIFT SHIFT WEEKLY WEEKLY

AT AT LEAST LEAST DAILY DAILY 17% 17% NEVER NEVER 35% 35%

WEEKLY WEEKLY 19% 19%

LESS LESS OFTEN OFTEN 20% 20%

MONTHLY MONTHLY 6% 6%

PLACE PLACE SHIFTING SHIFTING HABITS HABITS

Source: Ericsson ConsumerLab TV & Media 2014 Study

ADVERTISING REVENUE

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