ADEX Malaysia 2011 - GEC Business Review

by Kelvin Wong

Malaysia's advertising expenditure (ADEX) recorded a double digit growth last year.

According to the market research by Nielsen, Malaysia’s advertisers spent RM10.76 billion on media expenditure last year, an impressive increase of 11.9% from 2010 despite the uncertain global business environment. It is apparently a good time to be aggressive in advertising.

Television and newspapers retained their lion's share of Malaysia’s ADEX (advertising expenditure) in 2011, with 50.9% and 40.5% respectively.

Newspapers remain the market leader in ADEX, attracting RM1.7 billion of total ad spend in the first five months of this year, said the Malaysian Newspaper Publishers Association (MNPA).