MMRD Myanmar Print Media Forum MASTER PDF

MYANMAR PRINT MEDIA
ADVERTISING OPPORTUNITIES
AMID CHALLENGES
December 6, 2017
Sponsored by:
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

MYANMAR PRINT MEDIA
ADVERTISING OPPORTUNITIES AMID CHALLENGES
Agenda Speakers
U Thurein Nyein
Opening Remarks
Managing Director, Nielsen MMRD
A Closer Look: Myanmar Print and Other
Above- the-Line Media Advertising Landscape Golda San Joaquin
Media Exposure and Usage in Myanmar Associate Director - Media Research, Nielsen MMRD
(Journals and Newspapers)
Print Advertising Prospects - Sharing U Moe Kyaw
Experiences Senior Adviser, Nielsen MMRD
of Indonesia, Philippines & Thailand
Facilitator
Daw Sabei Aung
Associate Director - Media Research, Nielsen MMRD
Media Stakeholders - Reactors

U Thaung Su Nyein
Reactions from Media Stakeholders CEO & Managing Director, Information Matrix Co., Ltd.
Dr. Win Thein

Division Head of OTC Marketing, AA Medical Products
U Aung Thura
Managing Director, Ignite Marketing Communications
Closing
3
OPENING REMARKS
U Thurein Nyein
Managing Director
Nielsen MMRD
Email: thurein.nyein.mmrd@nielsen.com
4
SPEAKER
Alexandra More San Joaquin (Golda)

Associate Director (Media Research)
Nielsen MMRD
Email: alexandramore.sanjoaquuin@nielsen.com
5
MYANMAR PRINT MEDIA ADVERTISING
OPPORTUNITIES AMID CHALLENGES
PRESENTATION OUTLINE
• A Closer Look: Myanmar Print and Other Above-the-Line Media
Advertising Landscape
• Media Exposure and Usage in Myanmar
• Newspaper Readers in Focus
 Newspaper Readers’ Behavior
 Insights into Internet Usage among Newspaper Readers
• Journal Readers in Focus

 Journal Readers’ Behavior
 Insights into Internet Usage among Journal Readers
• Key Comparisons: Profiling Newspaper Readers, Journal Readers
& TV/Radio Audiences
6
RESOURCES FOR TODAY’S PRESENTATIONS
• Advertising Information Services (AIS) is the first and only above-the-line

advertising monitoring service in Myanmar, providing updated and detailed
information on advertising expenditure and other advertising metrics across
television, print, and outdoor media in the country.
• Consumer and Media View (CMV) is a large scale, annual syndicated

survey of >5,500 respondents across the country (metro, urban and rural)
that captures timely and comprehensive information about Myanmar
audiences and consumers’ demographics, lifestyle, household durables

ownership, attitudes, media habits, as well as usage and brand preferences
across 90+ product categories. The CMV study used for this presentation
covers 2017.
7
A CLOSER LOOK:
MYANMAR PRINT
AND OTHER ABOVE-THE-LINE
MEDIA ADVERTISING
LANDSCAPE
1st Half 2017 and recent years
Advertising Information Services (AIS)

• RELATIVELY STEADY GROWTH IN MYANMAR MEDIA ADSPEND
SINCE 2012 THOUGH INDUSTRY SLOWED DOWN IN
2015 SECOND HALF CORRESPONDING WITH THE DRASTIC
ADJUSTMENT TO MYANMAR KYAT EXCHANGE RATE VERSUS
US DOLLAR AND THE COUNTRY’S ELECTION SEASON.
• 2017 FORECASTED TO SHOW SOFTENING VS PREVIOUS YEAR AS NEW AND

MULTINATIONAL ADVERTISERS HOLD OFF ON SPENDING ESPECIALLY IN 1ST
HALF, WITH WAIT-AND-SEE OUTLOOK TO GOVT. INVESTMENT POLICIES.
Myanmar Media Advertising Expenditure Trend Through The Years (Jan-Dec)
200
in Million USD 185.3
177.6 176.7
180
160 151.7
140
118.1
120
100
77.8
80
57.0
60
40
20
0
2010 2011 2012 2013 2014 2015 2016
Note: Advertising expenditure is monitored only for TV, Newspaper, Journal, Magazine, Outdoor
and Transit Media. Excludes radio and cinema. Rates reported are based on published ratecards.
Source: Nielsen MMRD Advertising Information Service (AIS) 9
• TELEVISION SHARE OF MEDIA SPEND AT ITS HIGHEST IN
2016 COMPARED TO THE PAST 15 YEARS, DOMINATING
JOURNALS AND NEWSPAPERS THAT DECREASED IN
PROPORTION VERSUS 2015.
• OUTDOOR ADS – WHICH INCLUDE BILLBOARDS AND

TRANSPORT ADS – MAINTAINED SHARE.
Advertising Expenditure by Medium (Jan-Dec)
Television Newspaper Magazine Journal Outdoor

6% 5% 5% 7% 7% 8% 8%
19% 21% 20% 17% 16% 14% 11%
2%
3% 3% 2% 7%
7% 7% 5% 8% 8%
8% 8%
7% 8%
68% 73%
61% 63% 64% 66%
58%
2010 2011 2012 2013 2014 2015 2016

SHARE OF PRINT HAS NOT GROWN AS FAST AS THE
OTHER MEDIA, THOUGH PRINT ADSPEND VALUE HAS
SHOWN INCREASES YEAR ON YEAR
Yearly Advertising Expenditure Share Trend for Print (Jan-Dec)
Print (Combined) Other Media
100%
80%
67% 63% 68% 72% 73%
60% 76% 80%
40%
20% 33% 37% 32% 28% 27% 24% 20%
0%
2010 2011 2012 2013 2014 2015 2016
Per Medium
2010 2011 2012 2013 2014 2015 2016
(in Trillion MMK)
Magazine
3.79 4.45 4.63 4.86 5.01 4.68 3.93
Newspaper
4.09 5.54 7.91 11.78 13.76 15.68 15.23
Journal
10.22 13.94 19.43 23.56 27.62 29.37 25.30
Average Annual USD
to MMK Exchange 973 840 841 935 983 1,170 1,228
Rate

• MYANMAR’S MEDIA INDUSTRY HAS RELIED ON THE FOLLOWING REVENUE
SOURCES :
 FOREIGN ADVERTISEMENTS (USD)
 LOCAL ADVERTISEMENTS (MMK)
 JV ADVERTISEMENTS (CAN BE IN MMK and USD) – STARTED IN MID 2015 AND
ACCOUNTS FOR ROUGHLY 5% OF THE FOREIGN ADVERTISEMENT VALUE
• IN EARLY 2017, FOREIGN ADVERTISEMENTS SHOW INDICATORS OF A DROP IN

MEDIA ADSPEND VALUE AND ACTIVITY
Advertising Industry Sources Of Growth (Jan-Dec)
500 Foreign Local

Indexed vs. 2010
400
300
200
100
2010 2011 2012 2013 2014 2015 2016

FROM 2012- 2015, TOP CATEGORY
AD SPENDERS REFLECT THE INFLUX OF NEW
MULTINATIONAL BRANDS COMING INTO MYANMAR
Top 5 Categories by Media Expenditure *NEW in top 5 for the year
1. Analgesics/ Cold 1. Analgesics/ Cold 1. Shampoos &

Medicine Medicine Conditioners
2. Ginseng Extracts 2. Ginseng Extracts 2. Facial-Skin Care Products
3. Vitamins/Natural Extracts 3. Coffee Ready Mixed 3. Analgesics/ Cold
4. Coffee Ready Mixed 4. Vitamins/Natural Extracts Medicine
5. Baby Vitamins 5. Baby Vitamins 4. Coffee Ready Mixed
5. Vitamins/Natural Extracts
2010 2011 2012

1. Shampoos & Conditioners 1. Toothbrushes & 1. Toothbrushes &

2. Toothbrushes & Toothpaste Toothpaste
Toothpaste 2. Shampoos & Conditioners 2. Shampoos & Conditioners
3. Facial-Skin Care Products 3. Laundry Detergents 3. Communication Service
4. Tonic Drinks 4. Facial-Skin Care Products 4. Facial Cleansers
5. Facial Cleansers 5. Facial Cleansers 5. Mobile Phone
Units/Accessories
2013 2014 2015

IN 2016, TO THE CURRENT YEAR, ESTABLISHED
ADVERTISERS HAVE TENDED TO DRIVE MEDIA
ADVERTISING, NOT NEW PLAYERS
*NEW in top 5 for the year
1. Communication Service 1. Communication Service

2. Shampoos & Conditioners 2. Shampoos & Conditioners
3. Facial Cleansers 3. Mobile Phone
4. Mobile Phone Units/Accessories
Units/Accessories 4. Facial Cleansers TOP CATEGORIES
5. Toothbrushes & 5. Energy Drinks
Toothpaste IN TOTAL MEDIA
2016 2017
HALF YEAR Newspapers & Journals
feature a different set of top

1. Communication Service 1. Communication Service categories & advertisers
2. Mobile Phone 2. Banks/Bank Cards/ compared to other media
Units/Accessories Electronic Banking
3. Banks/Bank Cards/ 3. Passenger Airlines
Electronic Banking 4. Residential Projects/ TOP CATEGORIES
4. Motor Vehicles Condominiums
5. Educational 5. Motor Vehicles
IN NEWSPAPERS +
Schools/Consultancy JOURNALS ONLY
COMPARED TO TV AND OUTDOOR, NEWSPAPERS &
JOURNALS HAVE A DIFFERENT SET OF TOP ADVERTISING
CATEGORIES
Other Top Categories Advertising Mainly in Newspapers + Journals
2016 and Half Year 2017
• Hospitals/Clinics/Beauty Clinics
• Events
• Professional Schools
• Water (Still & Mineral)
• Watches/Clocks
• Hotel Accommodations/Guest House/Inn
• Travel Agents
• Credit/Debit Card/ Travellers’ Cheques
• Jewellers Stores
• Unisex Wears (Clothing)
• Electrical Home Appliances
• Vitamins/Natural Extracts
• Supermarkets/ Department Stores
• Estate Agencies

MEANWHILE, MAJORITY OF TOP-SPENDING CATEGORIES--
MOSTLY FMCG--THAT ADVERTISED ACTIVELY IN THE 1ST
HALF OF 2017 SPENT LESS THAN 5% OF AD BUDGET IN
PRINT
Less than USD 20K Adspend in Journals and / or Newspapers
Top Spending Categories TV +
Rank Magazine Journal Newspaper
2017 Half Year Outdoor
1 Communication Service 84% 0% 8% 7%
2 Shampoos & Conditioners 99% 0% 0% 0%
3 Mobile Phone Units / Accessories 87% 0% 8% 4%
4 Facial Cleansers 99% 0% 0% 0%
5 Energy Drinks 97% 0% 2% 1%
6 Facial-Skin Care Products 95% 3% 1% 1%
7 Toothbrushes & Toothpaste 99% 0% 1% 0%
Satellite / TV Channel Cards / Broadcasting
8
Service 95% 0% 0% 5%
9 Milk Powder 98% 0% 1% 0%
10 Tonic Drinks 94% 0% 4% 2%
11 Toilet Soap 98% 1% 1% 0%

12 Ginseng Extracts 95% 0% 3% 2%
13 Vitamins / Natural Extracts 88% 2% 7% 2%
14 Analgesics / Cold Medicine 98% 0% 1% 1%
15 Aerated Soft Drinks 96% 0% 2% 1%
16 Sport Drinks / Isotonic Drinks 92% 0% 8% 1%
17 Fruit Juices / Vegetable Juices 95% 0% 4% 1%
18 Banks / Bank Cards / Electronic Banking 46% 1% 24% 29%
19 Laundry Detergents 99% 0% 0% 0%
20 Antibiotic Medicine 92% 1% 7% 0%
16
Source: Nielsen MMRD Advertising Information Service (AIS)
2017 Half Year Advertising Spend Notes
Journals
Shampoos and Conditioners, Facial Cleansers, Satellite
Channel Cards/TV Broadcasting Services, and Toilet
Soap have each spent under 20K USD in ads in
Journals, with most of adspend (at least 1M USD)
going to TV.
Newspapers
Even less proportionate ad spending

seen in Newspaper for more categories
Toothpaste/Toothbrushes, Milk Powder,
Analgesics/Cold Medicine, Aerated Softdrinks,
Sports/Isotonics, Fruit/Vegetable Juice and
Antibiotics see less than USD 20K each in ads
from these active product categories.
17
Source: Nielsen MMRD Advertising Information Service (AIS)
…MORE ADVERTISING OPPORTUNITIES
FOR PRINT
Opportunity Categories and Brands for Journals & Newspapers
Shampoos & Conditioners Milk Powder Analgesics/ Cold Medicine

• Clear • Dumex • Mixagrip
• Sunsilk • Nestle Lactogen • Fluza
• Head & Shoulders • Pep • Biogesic
• Pantene • Gain IQ • Decolgen
• Dove • Dutch Lady • Tiffy
Facial Cleansers Toothpaste & Toothbrushes Fruit/Vegetable Juice
• Pond’s • Colgate • Nutri Boost
• Nivea • Signal • Dido
• Bwin • Sensodyne • Ve Ve
• Herballines • Laser • Asia
• Garnier • Best-T • Pokka
Satellite Channel Cards/ Aerated Softdrinks
Sports Drinks/ Isotonic Drinks
TV Broadcasting Services
• 100 Plus • Coca Cola

• 4TV
• Pocari Sweat • Pepsi
• 5 Network
• Sponsor • Sting
• 5 Plus
• Aquarius • Sunkist
• Skynet Receiver
• Max Plus
Toilet Soap Antibiotic Medicine
• Lifebuoy • PSI Malaria
• Lux • Livolin Forte
• Enchanteur • Hepalucky
• Yardley • Cigenol Hepato
• Careme • Live-up Source: 18
Nielsen MMRD Advertising Information Service (AIS)
IT IS IMPORTANT TO CHECK AND PLAN FOR POSSIBLE PATTERNS IN ADVERTISING
ACTIVITY OF TARGETED PRODUCT CATEGORIES AS SUPPORT TO MEDIA
PLANNING AND MARKETING – THIS ENSURES SUSTAINABILITY OF ADVERTISING
ACTIVITY AND BETTER BENCHMARKS FOR MEASURING AD EFFECTIVENESS.
Patterns of Advertising Activity of FMCG and Non-FMCG Categories (Total Media)
FMCG 1 FMCG 2 FMCG 3 Non-FMCG 1 Non-FMCG 2 Non-FMCG 3

400
Indexed vs. January 2016

300
200
100
0
January
July
May
August
September
December
April
October
March
June
November
February

MEDIA EXPOSURE AND
USAGE IN MYANMAR
2017
Consumer and Media View (CMV)

2017 MEDIA USAGE INCIDENCE (PAST MONTH)
64%
TV (25.7 Million)
Video/ VCD/ 50%

DVD (20.3 Million)
34%
Radio
(13.9 Million)
31%
Internet
(12.4 Million) Total
Number of
16% Newspaper
Newspaper
(6.33 Million) or Journal
16% Readers
Journal (6.35 Million) per month:
4% 9.6 M
Magazine
(1.6 Million)
2% (0.9 Almost a quarter

Cinema of the Myanmar population
Million)
aged 10 and up read Journals,
Newspapers, or both
Base: 10+ Total Myanmar population 2017 = 40.4M
Source: Nielsen MMRD Consumer & Media View (CMV) 21
NEWSPAPER READERS
IN FOCUS
2017

2017
BEHAVIOR
NEWSPAPER READERS’
IN 2017, NEWSPAPER READERSHIP IS HIGHEST IN
METRO, THE DELTA REGION AND AMONG THE
UPPER SEC
Newspaper Reading Incidence

By Urbanization, Region & SEC
48%
16% 23% 15%

7% 10% 8% 8% 12%
Total Metro Urban Rural Hilly Dry Plain Delta Coastal
40.4M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M

44%
32%
19% 13%
5%
Upper Up-Mid Middle Low-Mid Lower
0.8M 4.8M 12.1M 13.6M 9.2M
Base: 10+ Myanmar Population

DAILY NEWSPAPER READING IS MORE
PREDOMINANT IN METRO; IN OTHER AREAS,
NEWSPAPER READERS HAVE A LESS REGULAR
HABIT (1-3 DAYS A WEEK)
Frequency of Newspaper Reading
By Urbanization & Region
Daily/Almost Daily 4-5 days a week 2-3 days a week

Once a week 2-3 times a month Once a month/Less
Total 28% 4% 25% 16% 16% 11% 6.3M
Metro 42% 5% 27% 12% 8% 5% 2.8M

Urban 26% 6% 26% 17% 16% 9% 1.6M
Rural 10% 2% 22% 20% 26% 20% 1.9M
Hilly 14% 4% 33% 16% 17% 16% 0.9M

Dry 19% 5% 29% 10% 24% 14% 0.8M
Plain 21% 2% 23% 12% 24% 17% 0.5M
Delta 14% 3% 14% 35% 22% 13% 0.9M
Coastal 26% 5% 18% 13% 22% 16% 0.5M
Base: 10+ Myanmar Past Month Newspaper Readers

THE UPPER CLASSES TEND TO ENGAGE MORE IN
DAILY NEWSPAPER READING
Frequency of Newspaper Reading

By SEC

Total 28% 4% 16% 16% 11% 6.3M

25%
Upper 56% 4% 6% 5% 6% 0.3M

23%
5%
Up-Mid 43% 31% 10% 6% 4% 1.6M
Middle 25% 3% 24% 17% 19% 12% 2.3M
Low-Mid 17% 4% 24% 20% 21% 14% 1.8M
Lower 13% 6% 16% 23% 24% 18% 0.4M
Base: 10+ Myanmar Past Month Newspaper Readers

MAJORITY OF NEWSPAPER READERS ARE MORE
LIKELY TO HAVE READ A NEWSPAPER WITHIN THE
PAST WEEK, DEVOTING JUST UNDER 30 MINUTES OF
THE DAY TO READING
Newspaper Reading Habits
Recency of Reading Time Spent Reading In A Day
5%
1%
Yesterday 2 hours – less
readers than 3 hours
27%
23% 1 hour – less
29% Past 7 days than 2 hours
readers
30 minutes –
less than 1 hour

44% Longer than 71% Less than 30
past 7 days
readers minutes
Base: 10+ Total Myanmar Past Month Newspaper Readers = 6.3 M

READERSHIP PER NEWSPAPER (1-11)
By Total Myanmar
42% 38%
17% 16%
6% 6% 5% 5% 5% 2% 2%
Democracy
Newspaper
Newspaper
Kyaemon
Mandalay
Myawaddy
Myanmar
7 Day Daily
San Taw
Myanma Alin
Yadanarpon
Newspaper
The Voice
The Daily
Chain
Times
Eleven
Today
Daily
Newspaper % of Myanmar
Number of Readers
Population
Kyaemon 42% 2.7 M
Myanma Alin 38% 2.4 M
San Taw Chain 17% 1.1 M
7 Day Daily 16% 1.0 M
Democracy Today 6% 0.4 M
Yadanarpon Newspaper 6% 0.4 M

The Daily Eleven Newspaper 5% 0.3 M
Mandalay 5% 0.3 M
Myawaddy 5% 0.3 M
The Voice Daily Newspaper 2% 0.1 M
Myanmar Times 2% 0.1 M
Base: 10+ Total Myanmar Past Month
28
Newspaper Readers = 6.3 M Source: Nielsen MMRD Consumer & Media View (CMV)
By Urbanization
42% 38%
17% 16%
6% 6% 5% 5% 5% 2% 2%
Newspaper
Newspaper
Democracy
Mandalay
Myawaddy
Kyaemon
Myanma Alin
7 Day Daily
Myanmar
San Taw
Yadanarpon
Newspaper
The Voice
The Daily
Chain
Times
Eleven
Today
Daily
Total Metro Urban Rural
Newspaper
6.3M 2.8M 1.6M 1.9M
Kyaemon 42% 43% 32% 49% Figures in green
Myanma Alin 38% 23% 57% 42% represent Highest
San Taw Chain 17% 30% 5% 8% % of Newspaper
7 Day Daily 16% 22% 15% 9% Readers per
Democracy Today 6% 12% 3% 2% demographic

Yadanarpon Newspaper 6% 8% 3% 6%
The Daily Eleven Newspaper 5% 8% 4% 2%
Mandalay 5% 10% 2% -
Myawaddy 5% 2% 9% 6%
The Voice Daily Newspaper 2% 4% 1% -
Myanmar Times 2% 3% 2% -
29
Base: 10+ Myanmar Past Month Newspaper Readers Source: Nielsen MMRD Consumer & Media View (CMV)
By Region
42% 38%
17% 16%
6% 6% 5% 5% 5% 2% 2%
Newspaper
Newspaper
Democracy
Mandalay
Myawaddy
Kyaemon
Myanma Alin
7 Day Daily
San Taw
Yadanarpon
Myanmar
Newspaper
The Voice
The Daily
Chain
Times
Eleven
Today
Daily
Total Hilly Dry Plain Delta Coastal
Newspaper
6.3M 0.9M 0.8M 0.5M 0.9M 0.5M
Kyaemon 42% 33% 28% 47% 54% 47%
Myanma Alin 38% 52% 57% 54% 39% 44%
San Taw Chain 17% 5% 2% 3% 15% 1%
7 Day Daily 16% 8% 4% 14% 18% 17%
Democracy Today 6% 1% - 4% 2% 7%
Yadanarpon Newspaper 6% 4% 16% 0.3% 1% -
The Daily Eleven Newspaper 5% 2% 1% 4% 5% 4%
Mandalay 5% 1% 1% 0.4% 1% 1%
Myawaddy 5% 11% 2% 12% 6% 5%
The Voice Daily Newspaper 2% 0.5% 0.1% 1% 1% 0.2%
Myanmar Times 2% 1% 1% - 1% 1%
30
By Gender & Age Group
42% 38%
17% 16%
6% 6% 5% 5% 5% 2% 2%
Newspaper
Newspaper
Democracy
Mandalay
Myawaddy
Kyaemon
San Taw
Myanma Alin
7 Day Daily
Yadanarpon
Myanmar
Newspaper
The Voice
The Daily
Chain
Times
Eleven
Today
Daily
Total Male Female 10-19 20-29 30-39 40-49 50+
Newspaper
6.3M 3.7M 2.7M 1.5M 1.4M 1.0M 1.0M 1.5M
Kyaemon 42% 44% 39% 48% 40% 40% 39% 41%
Myanma Alin 38% 39% 36% 40% 35% 39% 42% 33%
San Taw Chain 17% 18% 14% 9% 18% 17% 21% 20%
7 Day Daily 16% 16% 16% 16% 20% 19% 14% 12%
Democracy Today 6% 7% 6% 5% 7% 7% 6% 8%
Yadanarpon Newspaper 6% 7% 5% 6% 7% 6% 6% 5%
The Daily Eleven
Newspaper
5% 7% 3% 1% 10% 5% 4% 6%
Mandalay 5% 5% 5% 4% 6% 4% 5% 6%
Myawaddy 5% 5% 5% 7% 3% 6% 6% 3%
The Voice Daily Newspaper 2% 3% 1% - 2% 3% 2% 4%
Myanmar Times 2% 2% 2% 1% 2% 3% - 3%
31
By SEC
42% 38%
17% 16%
6% 6% 5% 5% 5% 2% 2%
Democracy
Newspaper
Myawaddy
Newspaper
Kyaemon
Mandalay
7 Day Daily
Myanmar
San Taw
Myanma Alin
Yadanarpon
Newspaper
The Voice
The Daily
Chain
Times
Eleven
Today
Daily
Total Upper Up-Mid Middle Low-Mid Lower
Newspaper
6.3M 0.3M 1.6M 2.3M 1.8M 0.4M
Kyaemon 42% 45% 45% 38% 45% 40%
Myanma Alin 38% 26% 34% 42% 39% 35%
San Taw Chain 17% 19% 16% 18% 17% 7%
7 Day Daily 16% 35% 17% 15% 12% 23%

Democracy Today 6% 9% 7% 8% 4% 8%
Yadanarpon Newspaper 6% 9% 7% 6% 5% 2%
The Daily Eleven Newspaper 5% 12% 5% 6% 4% 0.2%
Mandalay 5% 11% 8% 6% 2% 0.4%
Myawaddy 5% - 4% 8% 4% 2%
The Voice Daily Newspaper 2% 5% 2% 3% 1% -
Myanmar Times 2% 4% 2% 3% 1% 1% 32
LOCAL NEWS IN PARTICULAR, IS THE MOST READ
BY NEWSPAPER READERS, FOLLOWED BY FOREIGN
NEWS AND CRIME NEWS
Readership of Specific Newspaper Content
% of Yesterday
Type of Content
Readers
Local News 24%
International News 19%
Criminology 12%
Sports News 11%
Political News 11%
Business News 8%
Obituary 8%
Feature Articles 8%
Financial and Economic News 6%
Advertising 6%
Cartoon 6%
Entertainment and Celebrity News 4%
Religion 3%
Society and Events News 2%
Education News 1%
Health Food 1%
Novelty and Trivia 0.3%
Serial Novel Pages 0.2%
Base: 10+ Total Myanmar Yesterday Newspaper Readers
CONTENT READERSHIP(TOP 1-6)
San Taw
Myanma Ah Democracy Yandanabon
Kyaemone 7 Day Daily Chain
Type of Content Lin Today Newspaper
Newspaper
0.7M 0.6M 0.2M 0.3M 0.1M 0.1M
Local News 78% 73% 89% 75% 82% 79%
International News 64% 58% 75% 55% 56% 64%
Criminology 38% 33% 33% 56% 36% 46%
Sports News 38% 31% 44% 36% 22% 37%
Political News 37% 33% 45% 40% 48% -
Business News 24% 31% 40% 21% 9% 27%
Obituary 40% 36% - - - 30%
Feature Articles 28% 25% 24% 18% 32% 33%
Financial and
23% 18% 40% - 19% -
Economic News
Advertising 29% 24% 19% - 9% 28%
Cartoon 17% 17% 14% 25% 4% 31%

Entertainment and
19% - 14% 17% 24% 16%
Celebrity News
Religion 14% 11% - 10% - -
Society and Events
- - 31% - - -
News
Education News - - 25% - - -
Health Food - - - - 20% -
Serial Novel Pages - - - 3% - -
Base: 10+ Total Myanmar Yesterday Newspaper Readers Source: Nielsen MMRD Consumer & Media View (CMV) 34
The Voice
Daily Eleven Mandalay Myawaddy Myanmar
Daily
Type of Content Newspaper Newspaper Newspaper Times
Newspaper
0.1M 0.1M 0.04M 0.1M 0.04 M
Local News 71% 87% 93% 95% 56%
International News 55% 75% 48% 95% 80%
Criminology 51% 31% 60% 62% 51%
Sports News 45% 33% 84% 70% 28%
Political News 51% 25% 22% 73% 34%
Business News 21% - 6% 48% 23%
Obituary - 23% - - -
Feature Articles 32% 38% 26% 32% 63%
Financial and Economic News 33% - - 45% 21%
Advertising 4% 17% - 12% 28%
Cartoon 18% - 14% 5% 28%

Entertainment and Celebrity
34% 19% - 15% 33%
News
Religion - 13% 6% - -
Sociality and Events News 23% 15% 11% 19% -
Education News 14% - - - -
Health Food - 31% 22% 34% -
Novelty and Trivia - - - - 49%
Base: 10+ Total Myanmar Yesterday Newspaper Readers Source: Nielsen MMRD Consumer & Media View (CMV) 35
2017
USAGE AMONG
NEWSPAPER READERS
INSIGHTS INTO INTERNET
36
E-NEWSPAPER READERSHIP IS STILL LOW THOUGH
SEEN TO POSSIBLY GROW IN THE COMING YEARS
(0.5M) Read E-Newspaper
0.9 M
Aware of E-Newspaper
Newspaper Readers
47% who Newspaper Readers
DO NOT USE INTERNET who USE INTERNET Not Aware of E-
= 47% (3.0M) = 53% (3.3M) Newspaper
1.9M
Base: 10+ Total Myanmar Past Month Newspaper Readers = 6.3 M

ONLINE NEWS SOURCES OF
NEWSPAPER READERS
Media Website Accessed Most Often Facebook

7%
7%
www.thithtoolwin.com
(0.2 M)
4%
www.elevenmyanmar.com
(0.1 M)
93%
3%
news-eleven.com (0.09 M)
Facebook User
1%
www.irrawaddy.org (0.07 M)
www.planet.com 1%
(0.04 M)
Base : 10+ Total Myanmar Past Month Newspaper Readers Who Use Internet = 3.3 M

JOURNAL READERS
IN FOCUS
2017

2017
BEHAVIOR
JOURNAL READERS’
SIMILAR TO NEWSPAPER READERSHIP, JOURNAL
READERSHIP IN METRO, THE DELTA REGION AND
AMONG THE UPPER CLASSES ARE HIGHEST.
Journal Reading Incidence

By Urbanization, Region & SEC
34%
25%
16% 9% 14% 12% 8% 16% 14%
Total Metro Urban Rural Hilly Dry Plain Delta Coastal
40.4M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M

35% 29%
20%
12% 7%
Upper Up-Mid Middle Low-Mid Lower
0.8M 4.8M 12.1M 13.6M 9.2M
Base: 10+ Total Myanmar Population

ALIGNING WITH THE USUAL PUBLICATION CYCLE
OF JOURNALS, THESE ARE USUALLY READ ONCE A
WEEK; IN MORE FAR-FLUNG AREAS, THE
JOURNAL READING HABIT IS 2-3 TIMES A MONTH.
Frequency of Journal Reading

By Urbanization & Region

Total 7% 3% 17% 34% 23% 16% 6.3M
Metro 9% 3% 19% 40% 17% 11% 1.9M

Urban 7% 2% 21% 36% 20% 13% 1.8M
Rural 5% 3% 13% 28% 29% 22% 2.6M
Hilly 8% 2% 18% 27% 23% 22% 1.2M

Dry 5% 6% 17% 26% 36% 10% 1.2M
Plain 4%3% 22% 33% 23% 15% 0.5M
Delta 7%1% 12% 46% 10% 23% 1.0M
Coastal 5% 14% 24% 33% 22% 0.5M
Base: 10+ Myanmar Past Month Journal Readers

READERS AMONG THE HIGHER SEC DO TEND TO
READ JOURNALS ON A WEEKLY BASIS
Frequency of Journal Reading

By SEC
Total 7% 3% 17% 34% 23% 16% 6.3M
Upper 17% 1% 16% 49% 8% 7% 0.3M

Up-Mid 9% 2% 24% 39% 16% 9% 1.4M
Middle 5% 2% 17% 35% 25% 15% 2.5M
Low-Mid 9% 3% 10% 29% 25% 23% 1.6M
Lower 4% 6% 19% 25% 27% 19% 0.7M
Base: 10+ Myanmar Past Month Journal Readers

MAJORITY OF JOURNAL READERS ARE LIKELY TO
HAVE LAST READ A COPY OVER A WEEK AGO,
DEVOTING JUST UNDER 30 MINUTES OF THE DAY TO
READING.
Journal Reading Habits
Recency of Reading Time Spent Reading In A Day
4% 5%
1%
Yesterday 2 hours – less
Readers than 3 hours
1 hour – less
38% Past 7 days than 2 hours
31%
readers
63% 30 minutes –
58%
less than 1 hour

Longer than
past 7 days Less than 30
readers minutes
Base : 10+ Total Myanmar Past Month Journal Readers = 6.3M

READERSHIP PER JOURNAL (1-10)
By Total Myanmar
18% 15% 11% 11% 9% 7% 6% 6% 5% 4%
Myanmar…
Shwe Thway
Eleven News
In Arr
7 Day News
Sport Times
Hmu Khin
Pyi Myanmar
The Sun
Than Taw
First Eleven
Myanmar
Sint (The
Journal
Rays
Weekly
Journal % of Myanmar Number of
Type
Population Readers
7 Day News Information 18% 1.2 M
First Eleven Sports 15% 1.0 M
Hmu Khin Journal Criminology 11% 0.7 M
Pyi Myanmar Information 11% 0.7 M
The Sun Rays Information 9% 0.6 M

Sport Times Sports 7% 0.4 M
Shwe Thway For Children 6% 0.4 M
Weekly Eleven News Information 6% 0.4 M

In Arr Sports 5% 0.3 M
Myanmar Than Taw Sint (The Myanmar Herald) Politics 4% 0.3 M
Base: 10+ Total Myanmar Past Month
Journal Readers = 6.3 M Source: Nielsen MMRD Consumer & Media View (CMV) 45
By Urbanization
18% 15% 11% 11% 9% 7% 6% 6% 5% 4%
Myanmar…
Shwe Thway
Eleven News
In Arr
7 Day News
Sport Times
Hmu Khin
Pyi Myanmar
The Sun
Than Taw
First Eleven
Myanmar
Sint (The
Journal
Rays
Weekly
Total Metro Urban Rural
Journal
6.3M 1.9M 1.8M 2.6M
Figures in green
7 Day News 18% 22% 22% 12%
represent Highest
First Eleven 15% 18% 15% 13%
% of Journal
Hmu Khin Journal 11% 9% 11% 13%
Readers per
Pyi Myanmar 11% 12% 9% 11%

The Sun Rays 9% 8% 11% 10% demographic
Sport Times 7% 4% 5% 10%
Shwe Thway 6% 2% 3% 10%
Weekly Eleven News 6% 12% 5% 2%
In Arr 5% 2% 6% 7%
Myanmar Than Taw Sint (The
Myanmar Herald)
4% 5% 8% 1%
Base: 10+ Myanmar Past Month Journal Readers Source: Nielsen MMRD Consumer & Media View (CMV) 46
By Region
18% 15% 11% 11% 9% 7% 6% 6% 5% 4%
Myanmar…
Shwe Thway
Eleven News
In Arr
7 Day News
Sport Times
Hmu Khin
Pyi Myanmar
The Sun
Than Taw
First Eleven
Myanmar
Sint (The
Journal
Rays
Weekly
Total Hilly Dry Plain Delta Coastal
Journal
6.3M 1.2M 1.2M 0.5M 1.0M 0.5M
7 Day News 18% 13% 21% 22% 15% 13%
First Eleven 15% 8% 21% 12% 16% 9%
Hmu Khin Journal 11% 14% 11% 16% 9% 14%
Pyi Myanmar 11% 14% 4% 8% 16% 8%

The Sun Rays 9% 10% 16% 10% 8% 3%
Sport Times 7% 4% 13% 6% 10% 4%
Shwe Thway 6% 8% 10% 3% 9% 3%
Weekly Eleven News 6% 3% 1% 3% 5% 3%
In Arr 5% 8% 9% 5% 2% 9%
Myanmar Than Taw Sint
(The Myanmar Herald)
4% 4% 4% 10% 1% 3%
By Gender & Age Group
18% 15% 11% 11% 9% 7% 6% 6% 5% 4%
Myanmar…
Shwe Thway
Eleven News
In Arr
7 Day News
Sport Times
Hmu Khin
Pyi Myanmar
The Sun
Than Taw
First Eleven
Myanmar
Sint (The
Journal
Rays
Weekly
Total Male Female 10-19 20-29 30-39 40-49 50+
Journal
6.3M 4.2M 2.1M 1.7M 1.5M 1.1M 1.0M 1.1M
7 Day News 18% 18% 20% 12% 17% 22% 20% 24%
First Eleven 15% 21% 4% 9% 20% 21% 16% 12%
Hmu Khin Journal 11% 9% 15% 13% 10% 10% 13% 11%
Pyi Myanmar 11% 9% 15% 11% 9% 10% 10% 13%

The Sun Rays 9% 10% 7% 4% 5% 8% 15% 20%
Sport Times 7% 10% 1% 7% 9% 7% 3% 5%
Shwe Thway 6% 4% 9% 19% 2% - - 1%
Weekly Eleven News 6% 6% 4% 2% 7% 7% 7% 7%
In Arr 5% 7% 1% 4% 11% 5% 3% 3%
Myanmar Herald)
4% 5% 4% - 3% 3% 3% 14%
By SEC
18% 15% 11% 11% 9% 7% 6% 6% 5% 4%
Myanmar…
Shwe Thway
Eleven News
In Arr
7 Day News
Sport Times
Hmu Khin
Pyi Myanmar
The Sun
Than Taw
First Eleven
Myanmar
Sint (The
Journal
Rays
Weekly
Total Upper Up-Mid Middle Low-Mid Lower
Journal
6.3M 0.3M 1.4M 2.5M 1.6M 0.7M
7 Day News 18% 29% 23% 18% 17% 9%
First Eleven 15% 10% 20% 13% 14% 19%
Hmu Khin Journal 11% 8% 11% 9% 15% 13%
Pyi Myanmar 11% 5% 15% 10% 9% 11%

The Sun Rays 9% 0% 6% 14% 8% 7%
Sport Times 7% 2% 3% 8% 7% 11%
Shwe Thway 6% 2% 3% 8% 4% 10%
Weekly Eleven News 6% 16% 9% 4% 4% 3%
In Arr 5% 3% 3% 6% 7% 5%
4% 8% 4% 4% 4% 3%
Myanmar Herald)
CONTENT READERSHIP (TOP 1-5)
First Eleven Pyi The Sun
7 Day News Hmu Khin
Type of Content News Myanmar Rays
0.1M 0.2M 0.1M 0.1M 0.1M

Local News 84% - - 61% 86%
International News 82% - - 67% 100%
Financial/Economic News 47% - - - -
Sports News 56% 100% - 49% -
Business News 65% - - 36% -
Entertainment and Celebrity News 35% - - 12% -
Education News - - - - -
Political News 49% - - 57% 47%
Technology/ Agriculture/ Industry 36% - - - -
Advertising 30% 6% - 27% -
Horoscope 21% - - 12% -

Novelty and Trivia - - - 11% -
Feature Articles 40% 4% 33% 37% 29%
Criminology 60% - 100% 56% 22%
Cartoon 36% - 4% 31% 8%
Base: 10+ Total Myanmar Yesterday Journal Readers

Sport Times Shwe Weekly Eleven Myanmar Than

In Arr
Type of Content News Thway News Taw Sin
0.05M 0.01M 0.04M 0.04M 0.05M

Local News - - 60% - 89%
International News - - 64% - -
Financial/Economic News - - 24% - 26%
Sports News 100% - 68% 100% 43%
Business News - - 33% - -
Entertainment and Celebrity
- - 23% - -
News
Political News - - 23% - 85%
Advertising - - 18% 36% 29%

Horoscope - - - - 7%
Novelty and Trivia - - - - -
Feature Articles 20% - 41% 46% 88%
Criminology - - 32% - -
Cartoon - 100% 24% - 21%
Religion - - - - 75%
Base: 10+ Total Myanmar Yesterday Journal Readers Source: Nielsen MMRD Consumer & Media View (CMV) 51
2017
USAGE AMONG
JOURNAL READERS
INSIGHTS INTO INTERNET
52
SIMILAR TO E-NEWSPAPER, READERSHIP OF
E-JOURNAL IS STILL LOW AND HAS ROOM TO GROW
(0.4 M) Read E-Journal
0.9 M
Aware of E-Journal
Journal Readers
47% who
Journal Readers who Non Aware of E-Journal
DO NOT USE INTERNET
USE INTERNET
= 49% (3.1M)
= 51% (3.2M)
1.9M
Base : 10+ Total Myanmar Past Month Journal Readers = 6.3M

ONLINE NEWS SOURCES OF
JOURNAL READERS
Media Website Accessed Most Often Facebook
4%
7%
www.thithtoolwin.com
(0.2 M)
4%
www.elevenmyanmar.com
(0.1 M)
96%
3%
news-eleven.com (0.09 M)
Facebook User
2%
www.irrawaddy.org (0.05 M)
www.planet.com 1%
(0.04 M)
Base : 10+ Total Myanmar Past Month Journal Readers Who Use Internet = 3.2 M

KEY COMPARISONS:
PROFILING NEWSPAPER READERS,

JOURNAL READERS &
TV/ RADIO AUDIENCES
2017

JOURNAL READERS & TV/ RADIO AUDIENCES
WHO ARE THEY?

Journal Readers Newspaper Readers TV/Radio Audiences
67% Male 58% Male 52% Female

41% Rural 44% Metro 62% Rural
39% Young Adult (18-35) 36% Young Adult (18-35) 36% Young Adult (18-35)
26% Finished some 28% Finished some 32% Finished some
High School level High School level Primary School level

23% Business Owner 27% Business Owner 35% Agricultural Worker
B,C,D Mostly higher to B,C,D Mostly higher to C,D Mostly middle to
middle SEC Level middle SEC Level lower SEC Level
(22%,39%,25%) (25%,36%,28%) (35%,31%)
respectively respectively respectively

WHAT ARE THEY LIKE?

96% Like to be well 96% Like to be well 95% Like to be well informed
informed about latest informed about latest about latest news and
news and trend news and trend trend
34% Read Journal 27% Read newspaper 69% Watch TV or listen to the
once a week daily radio daily
98% Value Health 97% Value Health 97% Value Health
32% Do Local Business Trip 27% Local visit to relatives 28% Local visit to relatives
62% Money Transfer 60% Savings Account 58% Money Transfer

81% Try to keep up with 80% Try to keep up with 74% Try to keep up with
technology technology Technology
51% Instant lucky draw is 53% Instant lucky draw is 48% Instant lucky draw is
favorite promotion favorite promotion favorite promotion

WHAT MEDIA ARE THEY EXPOSED TO?
91% Watch TV or 90% Watch TV or 19% Read Journals

listen to Radio listen to Radio
49% Read Newspaper 49% Read Journal 18% Read Newspaper
56% Aware of Billboard 56% Aware of Billboard 36% Aware of Billboard
Advertisements Advertisements Advertisements
51% Use Internet 53% Use Internet 35% Use Internet

40% Aware of online 42% Aware of online 25% Aware of online
shopping shopping shopping
20% Shop Online 18% Shop Online 16% Shop Online

WHAT DO THEY USUALLY DO?
83% listening to music 82% listening to music 72% listening to music

(CD,MP3,4ETC) (CD,MP3,4ETC) (CD,MP3,4ETC)
Other Top Leisure Activities Other Top Leisure Activities Other Top Leisure Activities
66% Reading books 67% Reading books 44% Doing exercise for
56% Doing exercise for 54% Doing exercise for health

health health 35% Internet surfing
51% Internet surfing 53% Internet surfing 33% Reading books
43% Sitting in Tea Shop 40% Going Shopping 27% Cooking
33% Going Shopping 40% Sitting in Tea Shop 26% Sitting in Tea Shop
25% Cooking 27% Cooking 19% Going shopping

WHAT PRODUCTS DO THEY CONSUME?
89% Sweet snacks 89% Shampoo 89% Shampoo

(cake/bread/desserts
etc) 87% Sweet snacks 88% Plain tea
(cake/bread/desserts
86% Coffee mix etc) 84% Sweet snacks
85% Instant Noodles (cake/bread/desserts/
84% Coffee mix etc)
84% Carbonated Soft

Drinks
80% Instant Noodles 82% Instant Noodles
79% Savory snacks 79% Coffee mix
80% Energy drinks
73% Energy drinks
71% Hair oil 74% Hair Oil

THANK YOU!

63

MMRD Myanmar Print Media Forum MASTER PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

MMRD Myanmar Print Media Forum MASTER PDF

Uploaded by

Copyright:

Available Formats

MYANMAR PRINT MEDIA

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Media Stakeholders - Reactors

Dr. Win Thein

Alexandra More San Joaquin (Golda)

• Journal Readers in Focus

• Advertising Information Services (AIS) is the first and only above-the-line

• Consumer and Media View (CMV) is a large scale, annual syndicated

audiences and consumers’ demographics, lifestyle, household durables

Advertising Information Services (AIS)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

• 2017 FORECASTED TO SHOW SOFTENING VS PREVIOUS YEAR AS NEW AND

• OUTDOOR ADS – WHICH INCLUDE BILLBOARDS AND

Television Newspaper Magazine Journal Outdoor

2010 2011 2012 2013 2014 2015 2016

Source: Nielsen MMRD Advertising Information Service (AIS) 10

Source: Nielsen MMRD Advertising Information Service (AIS) 11

• IN EARLY 2017, FOREIGN ADVERTISEMENTS SHOW INDICATORS OF A DROP IN

Advertising Industry Sources Of Growth (Jan-Dec)

500 Foreign Local

2010 2011 2012 2013 2014 2015 2016

1. Analgesics/ Cold 1. Analgesics/ Cold 1. Shampoos &

2010 2011 2012

1. Shampoos & Conditioners 1. Toothbrushes & 1. Toothbrushes &

2013 2014 2015

1. Communication Service 1. Communication Service

feature a different set of top

Other Top Categories Advertising Mainly in Newspapers + Journals

2016 and Half Year 2017

Source: Nielsen MMRD Advertising Information Service (AIS) 15

11 Toilet Soap 98% 1% 1% 0%

Even less proportionate ad spending

Shampoos & Conditioners Milk Powder Analgesics/ Cold Medicine

• 100 Plus • Coca Cola

Patterns of Advertising Activity of FMCG and Non-FMCG Categories (Total Media)

FMCG 1 FMCG 2 FMCG 3 Non-FMCG 1 Non-FMCG 2 Non-FMCG 3

Indexed vs. January 2016

Source: Nielsen MMRD Advertising Information Service (AIS) 19

Consumer and Media View (CMV)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Video/ VCD/ 50%

Journal (6.35 Million) per month:

2% (0.9 Almost a quarter

Consumer and Media View (CMV)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Newspaper Reading Incidence

16% 23% 15%

Total Metro Urban Rural Hilly Dry Plain Delta Coastal

40.4M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M

Upper Up-Mid Middle Low-Mid Lower

0.8M 4.8M 12.1M 13.6M 9.2M

Base: 10+ Myanmar Population

Daily/Almost Daily 4-5 days a week 2-3 days a week

Metro 42% 5% 27% 12% 8% 5% 2.8M

Hilly 14% 4% 33% 16% 17% 16% 0.9M

Base: 10+ Myanmar Past Month Newspaper Readers

Frequency of Newspaper Reading

Daily/Almost Daily 4-5 days a week 2-3 days a week

Total 28% 4% 16% 16% 11% 6.3M

Upper 56% 4% 6% 5% 6% 0.3M

Middle 25% 3% 24% 17% 19% 12% 2.3M

Low-Mid 17% 4% 24% 20% 21% 14% 1.8M

Lower 13% 6% 16% 23% 24% 18% 0.4M