Hong Kong: Traditional MediaThis is a featured page

Consumption of Traditional Media

While Nielsen Media Index saw an increase in media consumption in Hong Kong from 2007 to 2008, conventional media retained its dominance in the rankings. TV and newspapers stayed the most highly consumed medium at 97% and 81% respectively. Consumption of the Internet came in third at 60%, followed by magazines and Pay TV. However, the internet charted one of the largest growths (7%) of the five mediums over the two years, suggesting that Hong Kongers are attributing increasing importance to online media.

Advertising

According to ACNielsen, total advertising spending in 2008 was a staggering US$52 billion, an 6% rise from 2007.

More interestingly, when it comes to online advertising in Hong Kong, Nielsen Media Index's Q4 2008 figures indicate that expenditure has increased by nearly 100% from HK$117 million in 2007 to HK$208 million in 2008. It appears that companies in Hong Kong are attaching increasing importance of the Internet as a platform to reach out to customers.

Given that
98% of Hong Kongers above 15 have participated in online banking services in 2008 (See Internet Penetration), it is not surprising that the lion's share of the online advertising space is being bought by companies in the Finance sector (17%). Other industries taking the largest slices of the pie were Computers and Electrical (14%) and Entertainment(11%).

Top 10 Online Advertisers (as of Q4 2008)


Rank Advertiser Estimated Ad Impressions
1 Citicorp 441,133
2 Global Beauty International Ltd 283,440
3 PCCW 262,585
4 Sony 189,858
5 Dell 177,758
6 eBay 172,658
7 Wall Street Institute 166,714
8 The Hong Kong Jockey Club 147,070
9 Hong Kong Government 128,553
10 HSBC 127,140
Source: Nielsen Research

Hong Kong: Traditional Media - Social Media and PR across Asia


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