Newspapers, broadcast and Internet advertising expenditure is converging and is projected to intersect in the coming years, according to trajectories published in Zenith’s Advertising Expenditure Forecasts, in March 2017.
Malaysian government-monitored media experienced its share of ups and downs in adspend, with pay TV up 30%, cinema up 32%, newspapers down 13%, magazines down 21%, and radio down 5% from 2015 to 2016. Malaysia’s economy expanded at an annualised rate of 4.5% in the fourth quarter of 2016. Total adspend was down 1% from 2015 to 2016. Adspend is projected to rise 6% from 2016 to 2017, according to Zenith.
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