Singapore media landscape 2013

SINGAPORE MEDIA
LANDSCAPE 2013
Jan 2014

• Singapore Market Overview
– Demographic Trends
– Economic Trends
– Advertising Trends
• Media Landscape Overview
• Key Media Performance
– Television
– Newspapers
– Magazines
– Radio
– Digital
– Outdoor
– Cinema
CONTENT

Media Landscape Contents
General MarketOverview
Media Landscape
Television
Newspapers
Magazines
Radio
Digital
Out of Home (OOH)
Cinema

• Full name: Republic of Singapore
• Population: 5.3 million
• Capital: Singapore
• Area: 660 sq km (255 sq miles)
• Major languages: English, Malay, Mandarin, Tamil
• Religions: Taoism, Buddhism, Islam, Christianity, Hinduism
• Life expectancy: 79 years (men), 84 years (women)
• Monetary unit: 1 Singapore dollar = 100 cents
• Main exports: Petroleum products, Food/beverages, Chemicals, Textile/garments, Electronic components,
Telecommunication apparatus, Transport equipment
• GNI per capita: US $49,044
Singapore General Market Overview

Gender
Median Income (Per Mth)
Race Chinese 75% Malay 11% Indian 9% Others 5%
Median Age
Literacy Rate
Home Ownership
IncomeEarner (>2)
Average Household Size 3.5
88.6% (82.4% living in Public Housing)
95.9% (37% of Population received Tertiary Education)
Female 50.8%Male 49.2%
Household S$4820Personal S$2,440
38.4 (One of the fastest growing aging Population in the world)
69%

• High Influx of
Foreign Talents
Key Population Trends
Singaporeans
venturingoverseas
The non-resident population
grew by 7.2% last year,
compared to 6.9% the year
before
With globalisation, increasing
number of Singaporeans
venturing overseas for work and
study to gain international
experiences
Aging
Population
Proportion of citizens aged 65+ has
continued to rise from 10.4% to
11.1% in 2012
Old-age support ratio (Per elderly
aged 65+)
2011: 6.3 working-aged 20-64
2012: 5.9 working-aged 20-64
Source: www.singstat.gov.sg
(Population in Brief 2012)

Rising Singlehood Low Fertility Rate– Pressing Government Concerns
Singapore’s resident total fertility rate has been on a general declining trends
over the years and has remained below the replacement level of 2.1 for more
than 30 years. This is mainly due to more people staying single or getting
married later and married couples delaying parenthood and having fewer
children
Delaying marriage -
Median age at first
marriage rose from 28.7
to 30.1 for males and
from 26 to 27.8 for
females
Source: www.singstat.gov.sg
(Population in Brief 2012)

• New attitudes towards growing old: As populations have aged and society
has become more liberal, attitudes towards youth, middle- and old-age have
changed markedly, blurring the traditionally-perceived boundaries of age-
appropriate fashion and lifestyles.
Consumer Trends in Singapore
Source: Euromonitor-Consumer Trends,
Straits Times (18 Nov 2012, 12 May 2012)

• Mobile cocooning: Singaporeans are becoming addicted to smart devices
such as mobile phones and tablets as they are able to fulfill an ever growing
multitude of tasks anywhere and at any time
Source: Straits Times (15 Dec 2012)
Straits Times photojournalist Kua Chee Song spent four
days scouring the streets of Singapore photographing
people and speaking to them about their mobile
devices

• Experience-based consumption: Seeking out mood-boosting experiences,
Enjoyment in Life
http://missuschewy.com/2012/07/31/staycation-
wanderlust-hotel-romantic-space-themed-birthday/
STAYCATION
http://ylyn-journal.blogspot.sg/2012/04/social-painting-at-arteastiq-mandarin.html

Singapore Economic Outlook in 2013
PROJECTED GDP
GROWTH RATE
2013
1.9%
UNEMPLOYMENT
RATE
(Sept 2012)
1-3%
Global economic outlook is still
clouded with uncertainties. Outlook
for Singapore economy remains
cautiously positive
– Ministry of Trade and Industry (16
Nov 2012)
Unemployment rates remained low,
reflecting strong manpower demand
amid the tightening in foreign
manpower controls – Ministry of
Manpower (www.singstat.gov.sg –
31 Oct 2012)
CONSUMER SENTIMENTS
(Nielsen Global Survey of Consumer
Confidence Q3 2012)
Consumer confidence in Singapore has
rebounded in Q3 2012, reaching its highest
level in more than 12 months
“Our latest survey results show that Singaporeans are
feeling more positive particularly where their personal
finances are concerned and accordingly, they are
showing signs that they will start to spend on things
they want and need,” said Joan Koh, Managing
Director, Nielsen Singapore and Malaysia.

Despite improved consumer sentiments in Q3’2012, Singaporeans may remain
cautious in their spending, esp with slow growth forecast and accelerating Inflation
rate
INFLATION RATE
(CONSUMER PRICE INDEX)
(Jan-Oct 2012 vs Jan-Oct 2011)
4.7%
Price pressures building up in areas such as Private
road transport, persistent price increases in services
costs, namely healthcare,… - MyPaper 24 Oct 2012

Spare cash most likely to be invested in financial products, reserved
as retirement fund or put into savings
Source: Nielsen Consumer Confidence
Report (Singapore) – Q3 2012

1275
1186 1220
1504 1541
1686
1766
2033
1864
1939
2000
2096
2029
2222
2334 2361
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2200
2400
2600
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Economic Crisis
Re-merger of
Media Giants
Source : Nielsen Adquest
Economic Crisis
(Sep 08 onwards)
Gross
S$Million
Advertising Expenditure in Singapore registered a slight growth in
2012 compared to previous year
(*Adspend reported is based on gross level, fluctuation of discount offers due to market demand are not
being taken into consideration)
Variance -7% +2.9% +23.3% +2.5% +9.4% +4.7% +15.1% -8.3% +4% +3.1% +4.8% -3.2% +9.5% +5% +1.2%

Newspaper and TV continued to garner highest share of ad revenue
(*Adspend reported is based on gross level, fluctuation of discount offers due to
market demand are not being taken into consideration)
Nielsen started tracking of internet adspend in 2007
(effective Jun 2010: Yahoo!, MSN, Forbes)
35 37 34 33 36 41 41 44 39 39 34 35 35 33 35 33
51 48 50 50 44
41 39 36
39 39
41 41 40 41 40 40
0%
20%
40%
60%
80%
100%
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Internet
Poster
Bus/Taxi
Cinema
Radio
Mag
NP
TV
Expd $m 1275 1186 1220 1504 1541 1686 1766 2033 1864 1939 2000 2096 2029 2222 2334 2361

Top 10 Categories
Property market in Singapore continues to accelerate, with close to 30% growth in
adspend level in 2012, now recorded as the highest spending category
Entertainment remains one of the top spending categories in Singapore
2010 2011 2012
S$mil S$mil S$mil
1 ENTERTAINMENT 181.5 1 ENTERTAINMENT 187 1 REAL ESTATES 207.0
2 RETAIL 158.7 2 RETAIL 168 2 ENTERTAINMENT 173.7
3 MEDIA 100.7 3 REAL ESTATES 160.3 3 RETAIL 171.8
4 REAL ESTATES 98.5 4
GOVT/SOC/MEDI
SVC/DOMESTIC 117.6 4 MEDIA 130.5
5
GOVT/SOC/MEDI
SVC/DOMESTIC 98.3 5 PHARMACEUTICALS 106.7 5 GOVT/SOC/MEDI SVC/DOMESTIC 114.3
6 PHARMACEUTICALS 98.2 6 MEDIA 104.5 6 PHARMACEUTICALS 109.4
7 TOILETRIES 92.3 7 TOILETRIES 91.8 7 TOILETRIES 90.2
8 BANKING/INVESTMENT 83.6 8 EDUCATION 89.3 8 EDUCATION 90.0
9 FOODSTUFFS 79.7 9 BANKING/INVESTMENT 85.7 9 AUTOMOTIVE 78.6
10 EDUCATION 77 10 FOODSTUFFS 76.7 10 BANKING/INVESTMENT 69.9

Top 10 Advertisers
2010 2011 2012
S$ S$ S$
1 Mediacorp 87,284,020 1 Mediacorp
107,933,6
67 1 Mediacorp
118,197,1
60
2 Singapore Press Holdings 46,190,907 2 Far East Organization
59,839,70
5 2 Singapore Press Holdings
73,039,25
4
3 Far East Organization 34,879,443 3 Singapore Press Holdings
44,102,44
9 3 Far East Organization
58,072,27
4
4 Unilever 33,935,715 4 Unilever
37,645,70
5 4 NTUC
34,506,30
9
5 Singtel 33,133,508 5 Courts (Singapore) Ltd
33,468,21
0 5
Dairy Farm International
Holdings
33,185,92
5
6
Holdings 30,130,353 6
Holdings
32,501,93
9 6 Courts (Singapore) Ltd
30,312,87
5
7 NTUC 29,641,757 7 NTUC
32,335,58
5 7 Unilever
26,381,55
2
8 P&G 28,716,229 8 GlaxoSmithkline
29,462,05
7 8 GlaxoSmithkline
22.856.89
9
9 Courts (Singapore) Ltd 27,951,721 9 Singtel
27,970,38
8 9 Harvey Norman
20,213,12
1
10 GlaxoSmithkline 27,453,112 10 P&G
27,643,93
6 10 Singtel
20,002,07
5

QuizTime:
1. Which are the top 3 spending
catergories in 2012?
2. Who areamong the top 3 advertisersin
2012 other than MediaCorp and SPH?
Ans: Real Estate, Entertainment, Retail
Ans: FEO

Traditional medium dominated by two key media players -
Print Media Giant!
− 18 Newspaper titles in four languages
− 50+ Magazine titles
Broadcasting
- Radio: 80% stake in SPH Unionworks – 100.3FM, 91.3FM,
Kiss92
- TV: 20% stake in Mediacorp TV – Ch 5,8,U etc
Outdoor Media
- SPH MediaBoxOffice: Digital OOH advertising
Broadcast Media Giant!
− All 7 Free-to-air TV channels
− 13 Radio stations
Print
- Newspaper: TODAY (Free commuter Paper)
- Magazines: 12 Magazine titles
Outdoor Media
- OOH Media: Outdoor advertising arm of Mediacorp

Monopoly status held by Mediacorp for Terrestrial TV
Broadcasting
CHANNEL 5
• English mass
Entertainment &
Information channel
CHANNEL 8
• Chinese mass
Entertainment &
Information channel
CHANNEL U
• Chinese News
and
Entertainment
channel for
Young adults
and Working
Professionals
CHANNEL
NEWSASIA
• News & business
channel. Providing
news and current
affairs programme
SURIA
• Malay mass
Entertainment &
Information
channel
OKTO
• Focus on the kids
and arts
communities
VASANTHAM
• Indian mass
Entertainment &
Information
channel

Expanded into digital platforms on content delivery, bringing richer
experience and greater convenience to their audiences
Internet and New Media
- Internet editions of SPH newspapers
- Online marketplace for products and services
- Interactive portals such as Stomp, RazorTV
Internet and New Media
- Internet editions of Channel NewsAsia channel
- Internet editions of TODAY newspaper
- Xinmsn: Bilingual online platform combining MSN online
assets with Mediacorp TV, radio, print and online content
- Ilovebooks.com: Purchase of ebooks
- Mobile streaming of programmes/news content

Allows cross platform offerings by media players to enhance
audiences’ experience
“The All-in-One package is truly a milestone for us and positions SPH for the
future. For too long, newspaper publishers have struggled to come up with a
sensible pricing policy for their print and digital editions. ST readers can now
pay one affordable price to access the product on whichever platforms they
prefer. We are confident that our readers will find this an attractive deal.“ -
Mr Patrick Daniel, Editor-in-Chief, English and Malay Newspapers Division
"We are greatly encouraged by the positive response from readers and
advertisers alike for our ST iPad and iPhone app. Our new offerings serve our
readers far better than we've ever done in the past. They can now read us
throughout the day on print, online or mobile.“ - Mr Han Fook Kwang, Editor
of The Straits Times
"The Straits Times, Lianhe Zaobao, The Business Times Weekend and various
SPH Magazines' titles all launched apps for smartphones and tablets.
Readers can look forward to more mobile apps in the pipeline.“ – Dr Lee
Boon Yang (Dec 2012) (http://sph.listedcompany.com/news.html/id/329031)

Media Consumption of an average
Singaporean (P15+)

Radio, TV and Newspaper remain Top 3 highest weekly
reach medium
Source: Nielsen Media Index 2012
Source: Nielsen Radio Diary Survey 2012 Wave 1
Any magazine : Weekly magazine read
past Month/Monthly magazine read past
month
93%
90%
83%
71%
66%
56%
44%
36%
24%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Radio
Television
Newspaper
Internet
Public/Feeder
Bus
MRT
CableTV
Magazines
Taxi
Cinema
Net Weekly Reach (P15+)

Eroding Traditional Media Consumption over the years.
Internet is the only medium with significant gain in reach
Base: Adults Aged 15 and above
Source : AC Nielsen Media Index
97%
95%
91%
54%
44%
29%
10%
71%
66%
56%
44%
36%
24%
10%
45%
52%
65%
83%
93%90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Television
Radio
Newspaper
Internet
Public/Feeder
Bus
MRT
CableTV
Magazines
Taxi
Cinema
2006 2012
Net Weekly Reach (P15+)
(2006 vs 2012)

Content used to be consumed via traditional medium are now done
online via Digital Devices

With the increasing ownership of portable devices, ‘media multi tasking’ is
becoming more prevalent. In Singapore, 3 out of 4 digital consumers are
accessing internet whilst watching TV. 50% listen to radio while using Internet
Source : Nielsen Southeast Asia Digital Consumer Report

QuizTime:
1. How manyads are weexposed in a day

Free-to-air TV viewing continues to drop
in 2012…
91.9 91.6
86.8
83
78.1 78.2 77.6
75.2
73.5
98.7 98
97.3
95.6
93.3 93.1 92.7
91.6
89.8
70
80
90
100
2004 2005 2006 2007 2008 2009 2010 2011 2012
Yest Past Week
(Reach %)
Source : Nielsen Media Index

Top watched Terrestrial TV channels remained as Ch 8, Ch 5 & Ch U.
Chinese channels are more well-received in Singapore market
Base: Adults Aged 15 and abovece : Nielsen
Media Index 201
Sour2
73%
90%
25%
54%
46%
62%
26%
48%
5%
9%
7%
11%
19%
37%
5%
16%
0%
20%
40%
60%
80%
100%
Any Terr
TV
Ch 5 Ch 8 Ch U Vasantham Suria CNA OKTO
Yesterday Past Week
(Channel Reach – Daily vs Weekly)
Although Ch 5 daily reach may falls behind Ch U, its Past Week reach surpassed that of Ch U

Over the years, average viewership across all Terrestrial
channels have been decreasing
2011 2012 % pt diff
Reach % (Yest)
Channel 5 25.3 24.7 -0.6
Channel 8 48.5 45.9 -2.6
Channel U 27 25.7 -1.3
CNA 20.2 19.2 -1
OKTO 5.3 4.6 -0.7
Vasantham 4.9 5.1 0.2
Suria 7.4 7.2 -0.2
Reach % (Past Week)
Channel 5 56.5 54.2 -2.3
Channel 8 65.4 62.3 -3.1
Channel U 49.4 48 -1.4
CNA 39.7 36.6 -3.1
OKTO 19.5 16.2 -3.3
Vasantham 10 9.4 -0.6
Suria 11.7 11.5 -0.2
Average Daily Viewership Average Weekly Viewership
Significantdropon averagedailyviewership, especially forthe Chinese
channels(Ch 8& U)
Pastweek viewership alsodroppedacrossall channels,with themost
significantreductionrecordedforOKTO,CNA andCh8

Prime Time viewership also on a downward trend
Source : Infosys+ (Jan 2001 – Mid Dec 2012)
Target: P15+
0
5
10
15
20
25
30
35
January01
April01
July01
October01
January02
April02
July02
October02
January03
April03
July03
October03
January04
April04
July04
October04
January05
April05
July05
October05
January06
April06
July06
October06
January07
April07
July07
October07
January08
April08
July08
October08
January09
April09
July09
October09
January10
April10
July10
October10
January11
April11
July11
October11
January12
April12
July12
October12
Local FTA
Linear (Local FTA)
PrimeTime(7pm-

Share of Terrestrial TV has been eroding since Year 2002, now
stabilised at around 60%. Cable TV secured about 36% viewing share
0%
20%
40%
60%
80%
100%
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Jan-M
id
D
ec
2012
Terres trial TV Cable TV Malays ia TV
Share of Audience Viewing
Source : InfosysPlus

Total StarHub Cable Subsription now stablised at 46% of total
household
*Updated as at Q1/2012 SH Financial Report
**Source: Nielsen Media Research projected occupied homes in Singapore July 2011
TOTALSUBSCRIBERS OCCUPIED HOMES
544,000*
46.4%
1,175,000**
100%

Past Week Viewership of Cable TV on gradual downward
trend

Educational channels are Top watched on Cable TV in
Singapore
Base: Cable Subscribers (1,906,000)
Source : AC Nielsen Media Index 2012
P15+ Reach % (Past Week): 43.8%
Cable 15+ Reach % (Past Week): 90%
Top 20 Cable Channels (Past Week)
0
5
10
15
20
25
30
35%

Consumers are changing their way of
watching TV!
“I honestly think there's nothing nice on air now, and the
good ones can be found online anyway. I don't gain
anything from it and it just annoys me so I naturally stay
away from it..” – Remy (Student, aged 17)
“All my “TV” is completely online and sometimes mobile
too” – Sebastian (NSMan, aged 21)
0
20
40
60
80
100
2008 2009 2010 2011 2012
P15+ Online User: Watched
TV/Movie/Video online (Past Month)%
Many started viewing TV content online, download programmes on mobile
gadgets to watch on the move! They choose what they want to watch and
watch programs at their own convenience, anytime, anywhere

A wide array of choices online for consumers with….
Traditional Broadcasters
starting InternetTV
Catchup TV
www.starhubtv.com
TheproliferationofVideo
Aggregatorswhich provides
internationalcontents
DemandofWebTV (short-form
videos)

Popular online websites for Entertainment are YouTube for multimedia
content and Medicorp websites (mainly channelnewsasia.com) for TV
content
Source: ComScore (3 Mths avg – Nov 2012)

Video Viewers in Singapore Watched an Average of 160 Videos Online in
April 2012
Source: State of the Global & Local Internet, comScore
Presentation (adTech Singapore 2012)
Videos are mainly streamed on YouTube, VEVO & Facebook

QuizTime:
1. Which Educational Channel is the most
watched Channel in 2012?
Ans: Discovery Channel
2. Which Educational Channel is the least
watchedChannel in 2012?
Ans: Disney Channel

Newspaper readership has been decreasing over the years, hit a new
low of 68% (any daily reach) in 2012
Newspaper Read Yesterday
78 77 75 75 73 71
68
52 50 50 49 47 45 43
33 34
30 29 29 29 28
80
848587
8282
87
8583
49 51 52 51 50
55 53 55
52
363838
41
3939
424243
0
10
20
30
40
50
60
70
80
90
100
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Any Daily Any English Any Chinese

The Straits Times remains the top read paper in Singapore. However, it
is also suffering drop in readership, just like many other titles
Source : Nielsen Media Index 2012
Titles Language Circulation ('000) Reach % (Yest)
2011 2012 % point Diff
The Straits Times English 366 34.2 31 -3.2
The Business Times English 38 2.7 2.2 -0.5
The New Paper English 102 11.4 11.4 -
LianHe ZaoBao Chinese 172 12.8 13.6 0.8
LianHe WanBao Chinese 96 11.5 10.2 -1.3
Shin Min Daily Chinese 141 12.6 11.7 -0.9
Berita Harian Malay 59 5.8 6 0.2
Tamil Murasu Tamil 18 1.4 1.3 -0.1
MyPaper Eng/Chi 250 7.3 7.3 -
TODAY English 300 15.2 16.8 1.6

Readers are moving onto Digital Platforms to seek news information
Online Newspaper
Readership Reach % (Past Week)
2011 2012
% point
Diff
The Straits Times 7.92 9.84 +1.92
The Business Times 1.52 1.14 -0.38
LianHe ZaoBao 2.21 2.75 +0.54
Berita Harian 0.25 0.37 +0.12
Tamil Murasu 0.28 0.12 -0.16
TODAY 2.28 3.35 +1.07
17.6% of Singapore’s
adult population now
read at least one of
the eight digital
editions of the local
daily newspaper
(+5.2% vs year 2011)

Print taking Digital Forms
Online version of various
Newspapers
Offer Flexibility in News Access. Create
Viralto DriveWider News Exposure
Online Platforms forreaders toairtheir
views on News andIssues, encouraging
Citizen Journalism
Video

AsiaOne and Yahoo! News are top visited news network in Singapore

Mobile version allows readers to access news information anytime,
anywhere
iPAD/iPHONE EDITION OF
NEWSPAPER

Newspaper reading is not dead but changing
form!
• Consumers are still holding high trust with the news content published by
SPH (monopoly print media player). They are simply changing their reading
behaviour from printed to online edition of the publications
• Online edition allows timely update of news information, keeping readers
informed of any breaking news

QuizTime:
1. What is The Straits Timescirculation in
2012?
Ans: 366,000
2. TheTop 2 Singapore NewsWebsites
Ans: Yahoo Newsand TheAsiaone

Magazine readership continue to show downward trend
13.9314.06
16.23
15.41
16.515.8514.9815.7
17.13
23.423.12
26.79
28.2129.11
31.5
30.67
28.97
30.43
0
5
10
15
20
25
30
35
2004 2005 2006 2007 2008 2009 2010 2011 2012
Weekly Monthly
Magazine Readership

Magazines Read by the Average Singapore Adult Consumer
4.21
3.47
1.02
0.45
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Reader's
Digest ( E )
Lifestyle ( E ) Lifestyle ( C) Reader's
Digest ( C )
4.68
2.87
2.5
2.26
1.83
1.29 1.29 1.09 0.92
0.57
0.35
2.28
0.62 0.55 0.52
0.3
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Women/Men Magazines Read in Past Month (%)
Lifestyle Magazines Read
in Past Month (%)
4.51 4.14
3
0
1
2
3
4
5
i-Weekly Uweekly 8 Days
0.72
0.4 0.45
0.77
0
0.2
0.4
0.6
0.8
1
Motherhood Today's
Parents
Mother &
Baby
Young
Parents
Entertainment Magazines
Read in Past Week (%)
Parenting Magazines Read
in Past Month (%)
Source : Nielsen Media Index 2012

Magazine joins the digital bandwagon and continues to be fragmented
Magazinesarefragmented.Many
titlesarenottracked
OfflinePublicationsmoveto
OnlineandApps
CreativeBuytostandoutfromthe
clutter
Samples
Pop-Ups
Inserts

Slight lift in Radio Listenership in 2012 compared to previous year
Radio Listenership
57.35
55.44
57.11
57.6
55.8
58.7
57.5
59.8
61.2
59.6
58.5
63.1
60.9
6262.362.3
71.77
71.5
70.88
72.271.2
74.1
76.977.378.5
72.8
73.8
75.875.976.8
77.4
78.9
50
55
60
65
70
75
80
85
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Yest Past Week

Chinese radio stations garnered stronger listenership than all other
stations
English Radio Stations Listened in Past
Week (%)
Chinese Radio Stations Listened in Past
Week (%)
Other Radio Stations Listened in Past Week
(%)
2.1
4.4
6.5
7.8
9.2
9.7
14
21.7
0 20 40
Lush 99.5FM
Symphony92.4FM
Power 98FM
91.3
938Live
987FM
Gold 90.5
Class 95
5.6
6.1
18.1
20.6
22.7
0 5 10 15 20 25
100.3
883 JiaFM
Capital95.8FM
Love97.2FM
Yes93.3FM
3.7
6.3
6.3
10
0 5 10 15
Xfm 96.3
Ria 89.7FM
Oli 96.8FM
Warna 94.2FM
Radio Listenership by Station (P15+)

Radio moving to apps and activation
Moving toDigital –
RealTimeUpdates,PodCastand
RadioApps
On-groundactivationarehighly
popularandsuccessful
RadioDJsareexposedtocross
multiple platforms,bringing these
personalitiescloser tothe
audiences.

QuizTime:
1. Most Read FemaleMagazine?
Ans: Her World
2. Name 3Male Magazinetitle?
Ans: Men’s Health,August Men,Style
Men,Men Folio

Singaporeans are Digitally CONNECTED!
162.1%
Wireless Broadband Population
Penetration (Oct 2012)
107.3%
Household Wired Broadband
Source: Nielsen SEA Digital
consumer study, iDA.gov.sg
72% of the
population is online
Heaviest Internet users in Southeast
Asia region. Spending
25 hours
online per week
79%
Using Smartphones! (3G
subscriptions - Oct 2012)
149.7%
Mobile Population

Consumers are having different priorities on Internet Usage!
Base: Internet Users (Past Month)
. 20. 40. 60. 80. 100.
EMAIL
ACCESS CLASSIFIED ADS
ACCESS EDUCATION SERVICES
ACCESS NEWS/CURRENT AFFAIRS
ACCESS NEWSGRP/BULLETIN BOARD
BLOGGING/POSTING ONLINE JOURNAL
MICROBLOGGING/TWEETING
BUY PDTS/SERVICES
CHAT RMS/INTERNET RELAY CHATS
DOWNLOAD MUSIC FILES
DOWNLOAD VIDEO FILES
DOWNLOAD APPS
DOWNLOAD GAMES
PLAY GAMES
FINANCIAL SVC
GATHER COMPANY/RESEARCH INFO
GATHER PDT/SERVICE INFO
GENERAL SURFING
INSTANT MESSAGING
INTERNET PHONE
JOB HUNTING
LISTEN TO MUSIC
PARTICIPATE IN AUCTIONS
PARTICIPATE IN GROUP DEALS
PARTICIPATE IN SOCIAL NETWORKING PORTA
UPLOAD PHOTOS ONLINE
UPLOAD VIDEOS ONLINE
UPLOAD MUSIC ONLINE
READ E-MAGAZINES
READ E-NEWSPAPERS
VIDEO CONFERENCING
WATCH MOVIE/TV/VIDEO
PMEBs
15-24
%
Internet features used in past month
• Youth aged 15-24 are using Internet
mainly for Leisure purposes
− Watch Movie/TV/Video, Play Games,
Download apps/video/music files, Listen to
music, Instant Messaging, Social
Networking
• Working adults are likely to use
internet to help simplify their life
− Search for information, access
emails/financial services, read
news/current affairs

Mobile Phone Penetration now recorded at 150%. High smartphone
subscription in our market, with 79% mobile phone owners having 3G access
0
20
40
60
80
100
0
20
40
60
80
100
120
140
160
2005 2006 2007 2008 2009 2010 2011 Oct-12
Smartphone
Mobile Proportion of
Smartphone users
(%)
Source: IDA

Highest smartphone ownership compared to many other markets in
APAC region
Source: Nielsen Smartphone Insights (Jun 2012)

Singaporeans prioritise smartphones over spouses in the
morning
Source: 'Singaporeans & their smartphones: obsession or addiction'; Mobile Marketing Association (MMA) surveyed 360 mobile users in July 2012

Weekday Share of Device Page Traffic in the Singapore
Source: State of the Global & Local Internet, comScore Presentation (adTech Singapore
2012)

Other interesting facts…
96% use mobile
phones as a
travel companion
when commuting
on trains and
buses
60% multi-task
on mobile
phones while
they watch TV
40% use
mobile for
real-time
sharing of
photos
87% prefer to
contact friends via
mobile (calling, IM,
texting, SNS)
instead of personal
meetings
Mobile Activities
#1: texting (86%)
#2: entertainment (73%)
#3: calling (65%)
#4: email/work (57%)

Receptive to mobile ads
75% are receptive to mobile
ads of which 42% are
interested to view mobile
ads if there is a good deal
32% want to see relevant
material
58% have used
mobile banking at
least once
57% have made a
purchase on their mobile
phone
36% are regular viewers of
deals or mobile couponing
apps on their mobile
phones

Portable Devices help consumers to keep INFORMATION and
ENTERTAINMENT at their finger tips anywhere, anytime of the day…

Kids are exposed to digital gadgets at young age. iPhone, iTouch and
iPad are now their ‘toys’ to keep them occupied!

Rise in smartphone sales is boosting accessibility of Social Media
Content anytime anywhere by consumers

Social Media has become part of Singaporeans’ lives
70%
Of those on Mobile
Internet are accessing
Social Networks
94.3%
of Singapore internet users
are on social networks
Reach approximately
2,5million
people on Facebook who live
in Singapore
Source: ADMA Digital Marketing Yearbook 2012, Nielsen

Consumersaremore willing to air their views openly on social media platforms
“…Before that people were angry about certain things but kept quiet because of fear and they also thought that they were in the minority.
Through the internet people suddenly realised they were not alone and could speak openly about their concerns. There is security in
numbers…” - Netizen - Dr Wong Wee Nam

Voices of people amplified with the help of social media. Collective power
of Social Media cannot be underestimated!
Social Media helps to
uncovered issues of greatest
concerns to Singaporeans
Money, cost and price were the most talked
about issues on social media during the
Singapore general elections 2011 – Source from
twitter streams tracked by JamiQ (social media insights)
http://www.techgoondu.com/2011/06/05/social-media-insights-from-singapore-ge2011/

Facebook is ranked the top visited social media site in
Singapore

Brands are tapping into social media to build
relationship and connection with consumers

However, consumers resent brands invading their social
network, unless they see relevance…
Findings from TNS’s Digital Life Study…
Source: TNS Digital Life Study (http://techielobang.com/blog/2011/11/10/43-in-singapore-
dont-want-to-engage-with-brands-via-social-media/)
People in Singapore…
43% Do not want to engage with brands via social media
46% Comment about brands online
62% Agrees that social networks are a good place to learn about products
45% Desire to impart advice motivated them to post comments on companies
41% Social networks as a good place to buy products from brands
76% Driven to engage with brands online by a promotion or special offer

Digital platform has empowered
consumers
Companies must harness digital
carefully if they are to use social media
to their advantage and deepen
relationships with consumers

QuizTime:
1. WirelessBroadband Population
Penetration?
Ans: 162.1%
2. SmartPhone Usage?
Ans: 79%
3. Top Social Media Sites in Singapore?
Ans: Friendster
In 2004
4. No.Of People in FBwho livesin Singapore?
Ans: 2.5 Million

Outdoor remains exciting, yet also
challenging
TECHNOLOGYtoincrease
interactionandengagement
DifferentformsofOOHanytime
anywhere
CREATIVEEXECUTIONSto cut
throughclutter andgrab attention

Interesting developments in Outdoor with new formats
Interactive Touch Screen Panels
MediaCorp
Media Cost : $25,200 (20 Panels for 2 weeks)
Interactive Media Loading: $265 per panel per 2 wks
Interactive Panel Pdn. Cost (est):
Equipment*: $7,000 per panel
Software Prog. And Execution:
$22,000+
(depending on app complexity)
*LCD Screen, Mini PC, Cables, Speaker/sound card
TBC on the allowed no. of screens to be made interactive
QR Code & Near Field Communication (NFC)
in 6-Sheet Posters
Clear Channel
Est. Media Cost: $30,000 (100 Panels for 2
wks)
Est Pdn. Cost: $2,500 (100 QR & NFC Enabled
Panels for 2 weeks)
Large FormatProjection
MediaCorp
CostTBC

3D – Augmented Reality (AR)
MediaCorp
Media Cost: TBC (depending on
areas bought)
App Development Cost: from $12k
- $100k
(depending on complexity of app)
Lead time: 4 – 10 weeks
Large Format Billboard in Scotts Square
POAD
Façade Banner 1 (12m W x 11m H)
Gross Media Cost: S$22,000/month
Production Cost (Non-AC): S$12,000
Interesting developments in Outdoor with new formats

Cinema reach has improved slightly in 2012 compared to previous year
Total JCDecaux: 184,000
(49% share, based on all Cineplexes)
Total Shaw (Mediatech): 39,000
Total Golden Village: 156,000

A trend of the bigger locations (i.e. GV Vivo City and The Cathay) is to include
premium halls to attract a more exclusive and premium crowd
Location:
- Cathay’s Platinum Movie Suites
- GV Gold Class*
(* Selection of movie titles to buy into is not allowed for these halls)

QuizTime:
1. Media Costing? 1 bus wrap/ week
$5,500

QuizTime:
1. Media Costing? Wrap Around Ad
$80,000 - $100,000 / day

QuizTime:
1. Media Costing? Top Bottom Strip
$45,000 - $60,000 / day

Singapore Advertising Rates – One Stop
Shop
http://www.diseno.com.sg/services/advertising/rate-cards/

• Despite decreasing traditional media consumption trend, TV, Radio and Newspaper
remain highest reach delivering medium
• Consumers are highly digital savvy. Online consumption have been increasing and with
high ownership of portable devices, information access is done anytime anywhere
• Media players are changing their business equation, to include digital elements to their
product offerings
– TV broadcaster to include Catchup TV option to address time shifted viewing
– Print publisher to include digital version, enable readers to access their product either online or via
mobile phone/tablets
• Social Networking has become part of consumers’ life. Digital social space have created
opportunities for many brands to build relationship and connections with their prospects
Singapore Media Scene Summary

Consumers are in
POWER
They are more Content Focused
Define they own ‘Prime Time’
Ability to Tune Out Advertising!

Consumers are now generating their own
Content and willing to share with the World
The Age of
“USER-GENERATED”
CONTENT

DIGITAL devices increase
MOBILITY and
CONNECTIVITY,
keeping information at fingertips
Allow consumer to
access information
anytime anywhere!

Declining consumption of FTA TV, Newspaper, Radio
and Magazines in most markets
Traditional mass medium evolving into multimedia
products, extending their audience reach through
digital platforms
TRADITIONAL
MEDIA
EVOLVEDto be where their
audiences are

The “new media space” for brands to connect with consumers
An opportunity for businesses to build
relationship and interact with the consumers
Two-way communication platform to help
deepen understanding between consumer and
brand
SOCIAL MEDIA

Singapore media landscape 2013

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