Key Summary & Forecast
Malaysia adex experienced continuous decline trend year on year since 2016. Due to Covid-19 pandemic, adex is forecasted to decline by -9.8% in 2020. Traditional media (Npp, Radio, TV) continued to lose it’s share to digital media. Digital is projected to own up 39% share of total adex in 2020. This is inline with the continuous growth of digital penetrations and how the pandemic has fast-tracked consumers and advertisers to digital consumption & commerce. Out-of-home media (Cinema, Outdoor, In-Store) seen growth in 2019 vs. 2018 due to increase of site penetrations & growth of digital out of home.
Y2019 vs. Y2018 Total Adex by medium
Y2019 vs. Y2018 Adex SOS% by medium
Multi year growth & SOS% trend
Source from: GroupM TYNY