Television

Casbaa data predicts robust TV adspend growth

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MUMBAI: The Asian cable and satellite industry in 2003 accounted for almost 190 million multi-channel homes, up 40 million from 2002. 95 per cent of these are pay homes. Pay TV advertising revenues for 2002 were US$2.6 billion compared to an estimated US$14.8 billion in overall ad spend, says data released recently by Casbaa.

 

2003 saw 48 million multi-channel subscribers in India, 12 million in Korea, eight million in Japan, 7.7 million in Taiwan while the corresponding figure for China stood at 100 million, says the new CASBAA data.



Over the last one year, total multi-channel adspend stood at US$2,592 million for the industry but the figure for pan regional advertising buys stood at US$205 million. China leads this market with US$752 million of adspend; followed closely by India at US$739 million; and Taiwan at US$586 million.



Asia Pacific multi-channel television homes YE 2003

(data in 000s)

2003

Total HHs

Total TV HHs

Multi-Channel HHs



%TV HH

Australia

7,347

7,076

1,543

22

China

358,127

345,727

100,000

29

Hong Kong

2,192

2,162

898

42

India

176,077

117,972

48,030

41

Indonesia

55,059

25,877

4,156

16

Japan

47,800

47,400

8,083

17

Korea

16,200

16,000

11,935

75

Malaysia

5,321

5,163

1,216

24

New Zealand

1,408

1,389

542

39

Pakistan

20,761

9,940

2,684

27

Philippines

16,530

15,275

1,864

12

Singapore

973

963

380

39

Taiwan

6,953

6,883

5,785

84

Thailand

15,907

15,111

1,936

13

Total

730,655

616,938

189,052

31



The data indicates considerable room for growth, wtih the multi channel total TV viewing share now over 50 per cent in multi channel homes in many markets. Currently, adspend in these markets constitutes merely 17.5 per cent of the US$14.79 billion of TV adspend in Asia Pacific outside of Japan.



CASBAA television advertising expenditure estimates

US millions



2002

Total TV

Multi-Channel TV

Regional buys

205

205

Australia

1,966

59

China

6,270

752

Hong Kong

725

22

India

869

739

Indonesia

552

6

Malaysia

146

19

New Zealand

573

17

Philippines

414

12

Singapore

241

12

Sth Korea

1,016

163

Taiwan

1,302

536

Thailand

518

0

Total

14,796

2,592

The data represents statistics endorsed on an industry-wide basis covering the size and value of the Asia Pacific pay-TV market with newly calibrated estimates of advertising revenues, according to an official release. The data has been derived from a six-month consultation process by the Casbaa Advertising and Research Committee with the region's leading pay-TV channels, system operators, agencies and data providers on both a regional and local basis.



Participants in the process included representatives from Discovery Networks Asia, the Star Group, Turner International Asia Pacific, Nielsen Media Research, TAM India and Media Partners Asia.

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