MMRD 2017 Consumer & Media View Report-011518

MEDIA MODULE
2017
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Consumer & Media View(CMV)

Source: 2017 Consumer & Media View (CMV) 1
2017 MEDIA MODULE REPORT FLOW
• Myanmar Country Profile
• General Media Usage Incidence
• TV Watching Habit
• Advertisement
• Out of Home (OOH) Exposure
• Radio Listening Habit
• Video Viewing Habit
• Cinema Attending Habit
• Newspaper Reading Habit
• Journal Reading Habit

• Magazine Reading Habit
• Internet Usage Habit

MYANMAR COUNTRY PROFILE
2017
Consumer & Media View(CMV)

Estimated Population (2016) :
52.9 Million
Country consists of
1327 million 15 States & Regions
1380 million Divided into
163 million
Metropolitan (13%)
52.9 million Urban (17%)
Rural (70%)
Sub-divided into
7 million Metropolitan (13%)
Hilly (25%)
GEOGRAPHIC 68 million Dry (22%)
Links South Asia to Plain (15%)

South East Asian & Delta (14%)
East Asia Coastal (11%)
28th Most Populated, Approximately 261,228 Sq. Miles
40th Largest in the world and Length TIP to TOE = 1,275 Miles
2nd Largest in ASEAN
4
Coastal Metro
11% 13% Region Population
Delta Metro 6.8
Hilly 14% Hilly
25% Hilly 13.2
Plain Dry 11.6

15%
Plain 7.7
Dry Dry
22%
Delta 7.6
Coastal 6.0
Coastal Metro
13%
Plain Stratum Population
Urban
17% Metro 6.8
Delta
Urban 9.2
Rural Rural 36.9
Coastal 70%
Metro: Yangon, Mandalay and Nay Pyi Daw cities
Urban: At the center of each town are "wards" which government defines as
urban. Each urban area has a government office, market place, schools of at
least high school level or colleges, hospitals; likened to a hub for internal trade
for each town.
Rural: Surrounding areas of each town are villages which government defines
as "rural“. These areas mostly rely on farming, fishing, livestock breeding as 5
livelihood.
POPULATION BY STATE / REGION
Census Population
STATE & REGION % Share
(Millions)
1. YANGON REGION 7.56 14%

2. AYEYAWADY REGION 6.35 12%
3. MANDALAY REGION 6.33 12%
4. SHAN REGION 5.98 11%
5. SAGAING REGION 5.47 10%
6. BAGO REGION 5.00 9%
7. MAGWAY REGION 4.02 8%
8. RAKHINE REGION 3.27 6%
9. MON REGION 2.11 4%
10. KACHIN REGION 1.73 3%

11. KAYIN REGION 1.62 3%
12. TANINTHARYI REGION 1.45 3%
13. NAY PYI TAW REGION 1.19 2%
14. CHIN REGION 0.49 1%
15. KAYAH REGION 0.29 1%
UNION TOTAL 52.87 100%
6
COUNTRY ADMINISTRATIVE STRUCTURE
MYANMAR
15 States & Regions
74 Districts
330 Townships
3,063 Wards 13,618 Village Tracts
66,777 Villages
7
SAMPLING METHODOLOGY
Total ward Total

Total Country
Country Total
192 (330
(330 Tsp)
Tsp) villages 164
Survey
Survey Areas
Areas Excluded
Excluded Areas
Areas
(290
(290 Tsp)
Tsp) (40
(40 Tsp)
Tsp)
Metro
Metro Hilly
Hilly Dry
Dry Plain
Plain Delta
Delta Coastal
Coastal
(44
(44 Tsp)
Tsp) (82
(82 Tsp)
Tsp) (54
(54 Tsp)
Tsp) (43
(43 Tsp)
Tsp) (33
(33 Tsp)
Tsp) (34
(34 Tsp)
Tsp)
Sample Tsp Sample Tsp Sample Tsp Sample Tsp Sample Tsp Sample Tsp
34 10 8 7 7 7
Sample Ward Wards Villages Wards Villages Wards Villages Wards Villages Wards Villages
76 30 40 24 40 21 28 21 28 21 28
Sample Size Sample Sample Sample Sample Sample Sample Sample Sample Sample Sample
1500 600 400 520 480 385 315 385 315 385 315
Stratified Multistage Sampling Procedure:

1. Townships are selected by probability proportionate to population size (PPS) from each stratum.
2. Random selection of wards or villages by stratification of urban and rural.
3. Systematic sampling methods are applied to select the Households.
4. Individual respondents are selected from each Households by using kish-grid ** procedure.
*HHs = Households; ** The Kish-grid procedure is a random method of respondent selection 8
SAMPLING METHODOLOGY
Total # of Selected # Total
Area Stratum Total Population (2017)
tsp* of tsp Sample
Metropolitan YGN 5,139,386 31 25 800
MDY 1,258,560 5 5 400
NPT 385,296 8 4 300
Metro Total 6,783,242 34 1,500
Other Areas NW Hilly 3,895,653 31 4 400
E Hilly 6,877,407 51 6 600
Dry 11,643,760 54 8 1,000
Plain 7,674,259 43 7 700
Delta 7,628,058 33 7 700

W Coast 2,155,345 17 3 300
S Coast 2,711,756 17 4 400
Others Total 42,586,237 246 39 4,100
Total Survey Area 49,369,479 290 73 5,600
Excluded Area 3,503,728 40
Total Country Population 52,873,207 330
9
SELECTED SAMPLE TOWNSHIPS
Metro Urban Rural Total Metro Urban Rural Total
Metro Total 1500 - - 1500
Ygn Metro 800 - - 800 Delta Total - 385 315 700
Mdy Metro 400 - - 400 Kungyangon - 55 45 100
NPT Metro 300 - - 300 Mawlamyinegyun - 55 45 100
Hilly Total - 600 400 1000 Pantanaw - 55 45 100
Myitkyina - 60 40 100 Laymyethna - 55 45 100
Katha - 60 40 100
Pathein - 55 45 100
Mindat - 60 40 100
Kalay - 60 40 100 Bogale - 55 45 100
Moemaik - 60 40 100 Kyaungon - 55 45 100
Kukai - 60 40 100 Coastal Total - 385 315 700
Taunggyi - 60 40 100
Loikaw - 60 40 100 Sittwe - 55 45 100
Phar An - 60 40 100 Kyauktaw - 55 45 100
Pinlaung - 60 40 100
Dry Total - 520 480 1000 Mannaung - 55 45 100
Palae - 65 60 125 Myeik - 55 45 100
Wetlet - 65 60 125
Magway - 65 60 125 Chaungzon - 55 45 100
Pauk - 65 60 125 Mawlamyaing - 55 45 100

Kyaukpadaung - 65 60 125
Monywar - 65 60 125 Dawei - 55 45 100
Myitthar - 65 60 125 5,60
Total 1,500 2,275 1,825
Myinmu - 65 60 125 0
Plain Total - 385 315 700
Minhla - 55 45 100
Pyay - 55 45 100
Yaedashe - 55 45 100
Ingapu - 55 45 100
Bago - 55 45 100
Bilin - 55 45 100
Okpo - 55 45 100 10
GENERAL MEDIA USAGE
INCIDENCE
2017
Consumer & Media View (CMV)

MEDIA USAGE INCIDENCE (IN THE PAST MONTH)
2016 2017
61% 50% (20.3 Million)

Video/ VCD... (24.5 Million)
61% 64% (25.7 Million)

TV (24.3 Million)
39% (15.7Million) 35% (13.9 Million)
23% 16% (6.35 Million)

Jo (9.1 Million)
20% 16% (6.33 Million)

News... (7.9 Million)
Mag 5% (2.0 Million) 4% (1.6 Million)
C 2% (0.9Million) 2% (0.9Million)
Internet ... 26% (10.4Million) 31% (12.7 Million)
Base: 10+ Total Myanmar population 2016 = 40.0M Base: 10+ Total Myanmar population 2017 = 40.4M

AUDIO VISUAL MEDIA USAGE INCIDENCE
By Urbanization, Region, Gender & Age Group
Total Metro Urban Rural Hilly Dry Plain Delta Coastal

Audio Visual
Media 40.4M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M
TV 64% 89% 83% 53% 53% 60% 60% 65% 63%
Video/VCD/DVD 50% 53% 53% 49% 54% 49% 41% 48% 61%
Radio 34% 30% 27% 38% 22% 43% 35% 41% 35%
Internet 31% 58% 46% 22% 33% 27% 28% 20% 21%
Cinema 2% 13% 2% - 1% 0.3% 1% 0.2% 1%
Total Male Female 10-19 20-29 30-39 40-49 50+

Audio Visual
Media 40.4M 19.2M 21.2M 9.5M 8.4M 7.4M 6.1M 8.9M
TV 64% 64% 63% 72% 65% 61% 61% 58%
Video/VCD/DVD 50% 53% 48% 67% 62% 47% 40% 32%
Radio 34% 37% 32% 31% 35% 30% 32% 43%
Internet 31% 39% 25% 29% 58% 37% 22% 11%
Cinema 2% 3% 2% 4% 5% 2% 1% 0.4%
Base: 10+ Total Myanmar population

PRINT MEDIA USAGE INCIDENCE
By Urbanization, Region, Gender & Age Group

Print Media
40.4M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M
Newspaper 16% 48% 23% 7% 10% 8% 8% 15% 12%
Journal 16% 34% 25% 9% 14% 12% 8% 16% 14%
Magazine 4% 7% 5% 2% 3% 3% 2% 2% 4%

Print Media
40.4M 19.2M 21.2M 9.5M 8.4M 7.4M 6.1M 8.9M
Newspaper 16% 19% 13% 16% 16% 13% 16% 17%
Journal 16% 22% 10% 18% 17% 15% 16% 13%
Magazine 4% 4% 4% 5% 4% 3% 3% 3%
Base: 10+ Total Myanmar population

NEWSPAPER READING HABIT
2017

DAILY NEWSPAPER READING INCIDENCE
By Gender, Age Group, Urbanization, Region & SEC
0.48
0.19 0.23
0.16 0.13 0.1 0.15 0.12
0.07 0.08 0.08
Total Male Female Metro Urban Rural Hilly Dry Plain Delta Coastal
40.4M 19.2M 21.2M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M
44%
32%
16% 16% 13% 16% 17% 19% 13%
5%
10-19 20-29 30-39 40-49 50+ Upper Up-Mid Middle Low-Mid Lower
9.5M 8.4M 7.4M 6.1M 8.9M 0.8M 4.8M 12.1M 13.6M 9.2M
Base: 10+ Total Myanmar Population

FREQUENCY OF READING NEWSPAPER
By Gender & Age Group
Daily Six days a week 4-5 days a week 2-3 days a week
Once a week 2-3 times a month Once a month Less than once a month
Total 27% 4%
1% 25% 16% 16% 8% 3% 6.3M
Male 29% 5%
1% 25% 13% 17% 8% 3% 3.7M
Female 24% 4%
1% 25% 20% 15% 8% 2% 2.7M
10-19 13% 5% 29% 28% 11% 12% 2% 1.5M

20-29 21% 2%
1% 32% 15% 17% 9% 3% 1.4M
30-39 26% 5% 23% 11% 26% 7%1% 1.0M

40-49 33% 4%
2% 25% 7% 21% 5%3% 1.0M
50+ 45% 2%5% 17% 14% 9% 5% 4% 1.5M
Base: 10+ Total Myanmar Newspaper Readers

By Urbanization & Region
Once a week 2-3 times a month Once a month less than once a month
Total 27% 1%
4% 25% 16% 16% 8%3% 6.3M
Metro 41% 1%
5% 27% 12% 8% 3%
2% 2.8M
Urban 25% 6%
1% 26% 17% 16% 6%3% 1.6M
Rural 10% 2% 22% 20% 26% 16% 4% 1.9M
Hilly 4%
13% 1% 33% 16% 17% 11% 5% 0.9M
Dry 19% 5% 29% 10% 24% 10% 3% 0.8M
Plain 20% 2%
1% 23% 12% 24% 11% 6% 0.5M
Delta 3% 14%
13% 1% 35% 22% 11% 2% 0.9M
Coastal 26% 5% 18% 13% 22% 15% 1% 0.5M

By SEC
Once a week 2-3 times a month Once a month less than once a month
Total 27% 1%
4% 25% 16% 16% 8% 3% 6.3M
Upper 54% 2%
4% 23% 6% 5%6% 0.3M
Up-Mid 42% 1%
5% 31% 10% 6%3%
1% 1.6M
Middle 24% 3%
1% 24% 17% 19% 8% 4% 2.3M
17% 4% 12%2% 1.8M

Low-Mid 1% 24% 20% 21%
Lower 13% 6% 16% 23% 24% 8% 10% 0.4M

NEWSPAPER READING HABIT
Recency Time Spent
100%
Less than 30 minutes

73%
71% 30 minutes – less than 1 hour
29% 1 hour – less than 2 hours
2 hours – less than 3 hours

Yesterday Past 7 days Longer than past 23%
readers readers 7 days readers
5%
1%
Buy and Rent

78%
66%
Buy Rent
Base : 10+ Total Myanmar Newspaper Readers = 6.3 M

NEWSPAPER READERSHIP (1-10)
42% 38%
17% 16%
6% 6% 5% 5% 5% 2%
Democracy T...
The Voice Da...

Yadanarpon ...
The Daily El...

Kyaemon
7 Day Daily
Mandalay
Myawaddy
Myanma Alin
San Taw Chain

Newspaper Name
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%

NEWSPAPER READERSHIP (TOP 1-10)

Newspaper Name
6.3M 2.8M 1.6M 1.9M 0.9M 0.8M 0.5M 0.9M 0.5M
Kyaemon 42% 43% 32% 49% 33% 28% 47% 54% 47%
Myanma Alin 38% 23% 57% 42% 52% 57% 54% 39% 44%
San Taw Chain 17% 30% 5% 8% 5% 2% 3% 15% 1%
7 Day Daily 16% 22% 15% 9% 8% 4% 14% 18% 17%
Democracy Today 6% 12% 3% 2% 1% - 4% 2% 7%
Yadanarpon Newspaper 6% 8% 3% 6% 4% 16% 0.3% 1% -

The Daily Eleven Newspaper 5% 8% 4% 2% 2% 1% 4% 5% 4%
Mandalay 5% 10% 2% - 1% 1% 0.4% 1% 1%
Myawaddy 5% 2% 9% 6% 11% 2% 12% 6% 5%
The Voice Daily Newspaper 2% 4% 1% - 0.5% 0.1% 1% 1% 0.2%

NEWSPAPER READERSHIP (TOP 1-10)
By SEC
Total Upper Up-Mid Middle Low-Mid Lower

Newspaper Name
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%

WAY OF ACQUIRING NEWSPAPERS
Rent Buy Subscribe
15%
40%
47% 46%
56% 53% 54%
59%
67% 70%
72%
14%
22% 37% 52%
47% 21%
16% 39%
21%
31%
23% 19%
17% 16% 13%

8% 7% 9% 9%
Myanma Ah...
Democracy ...
San Taw Ch...
The Daily e...
Yandanarpo...
Myawaddy ...
Mandalay N...
The Voice D...

Kyaemone
7Day Daily
2.7M 2.4M 1.0M 1.1M 0.4M 0.3M 0.4M 0.3M 0.3M 0.1M
Base :10+ Total Myanmar Newspaper Readers

CONTENT READERSHIP(TOP 1-5)
San Taw Chain
Kyaemone Myanma Ah Lin 7 Day Daily Democracy Today
Content Newspaper
0.7M 0.6M 0.2M 0.3M 0.1M

Local News 78% 73% 89% 75% 82%
International News 64% 58% 75% 55% 56%
Financial and Economic News 23% 18% 40% - 19%
Sports News 38% 31% 44% 36% 22%
Business News 24% 31% 40% 21% 9%
Society and Events News - - 31% - -
Entertainment and Celebrity
19% - 14% 17% 24%
News
Education News - - 25% - -
Serial Novel Pages - - 3% -
Political News 37% 33% 45% 40% 48%
Health Food - - - - 20%
Advertising 29% 24% 19% - 9%

Obituary 40% 36% - - -
Novelty and Trivia - - -
Feature Articles 28% 25% 24% 18% 32%
Criminology 38% 33% 33% 56% 36%
Cartoon 17% 17% 14% 25% 4%
Religion 14% 11% - 10%
Base: 10+ Total Myanmar Yesterday Newspaper Readers

Yandanbon Daily Eleven Mandalay Myawaddy The Voive Daily
Newspaper Newspaper Newspaper Newspaper Newspaper
Content
0.1M 0.1M 0.1M 0.04M 0.1M
Local News 79% 71% 87% 93% 95%
International News 64% 55% 75% 48% 95%
Financial and Economic News - 33% - - 45%
Sports News 37% 45% 33% 84% 70%
Business News 27% 21% - 6% 48%
Society and Events News - 23% 15% 11% 19%
Entertainment and Celebrity News 16% 34% 19% - 15%
Education News - 14% - - -
Serial Novel Pages - - - - -
Political News - 51% 25% 22% 73%
Health Food - - 31% 22% 34%
Advertising 28% 4% 17% - 12%

Obituary 30% - 23% - -
Novelty and Trivia - - - - -
Criminology 46% 51% 31% 60% 62%

Cartoon 31% 18% - 14% 5%
Religion - - 13% 6% -
Base: 10+ Total Myanmar Yesterday Newspaper Readers

JOURNAL READING HABIT
2017

JOURNAL READING INCIDENCE
0.34
0.22 0.25
0.16 0.1 0.09 0.14 0.12 0.16 0.14
0.08
40.4M 19.2M 21.2M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M
35% 29%
18% 17% 15% 16% 20%
13% 12% 7%
9.5M 8.4M 7.4M 6.1M 8.9M 0.8M 4.8M 12.1M 13.6M 9.2M

FREQUENCY OF READING JOURNAL
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
50+ 0.11 0.08 0.15 0.26 0.23 0.18 1.1M

40-49 0.09 0.03 0.16 0.28 0.3 0.14 1.0M
30-39 0.080.01 0.15 0.35 0.24 0.17 1.1M
20-29 0.05
0.01 0.2 0.4 0.2 0.14 1.5M
10-19 0.070.03 0.18 0.36 0.19 0.17 1.7M
Female 0.07
0.02 0.17 0.35 0.21 0.18
2.1M
Male 0.08 0.03 0.18 0.33 0.23 0.15
4.2M
Total 0.070.03 0.17 0.34 0.23 0.16 6.3M
Base: 10+ Total Myanmar Journal Readers

Total 7% 3% 17% 34% 23% 16% 6.3M
Metro 10% 3% 19% 40% 17% 11% 1.9M

Urban 8% 2% 21% 36% 20% 13% 1.8M
Rural 6% 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 6%0% 14% 24% 33% 22% 0.5M

By SEC
Lower 0.040.06 0.19 0.25 0.27 0.19 0.7M
Low-Middle 0.09 0.03 0.1 0.29 0.25 0.23 1.6M
0.02
Middle 0.05 0.17 0.35 0.25 0.15 2.5M
Upper Middle 0.090.02 0.24 0.39 0.16 0.09 1.4M
Upper 0.18 0.01 0.16 0.49 0.08 0.07 0.3M

Total 0.070.03 0.17 0.34 0.23 0.16 6.3M

JOURNAL READING HABIT
Recency Time Spent

100%
Less than 30
minutes
63% 30 minutes – less
than 1 hour
42%
1 hour – less than
2 hours
4% 31% 2 hours – less

than 3 hours
Yesterday Last week Longer ago 5%
Readers Readers Readers
1%
Buy and Rent

60%
42%
Buy Rent
Base : 10+ Total Myanmar Journal Readers = 6.3M

JOURNAL READERSHIP (1-10)
18% 15% 11% 11% 9% 7% 6% 6% 5% 4%
Myanmar Tha...
Hmu Khin Jo...
Weekly Ele...
Pyi Myanmar
The Sun Rays
Shwe Thway
7 Day News
Sport Times
First Eleven
In Arr
Journal Name
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 Than Taw Sint (The
4% 5% 4% - 3% 3% 3% 14%
Myanmar Herald)
Base: 10+ Total Myanmar Journal Readers Source: 2017 Consumer & Media View (CMV) 33
JOURNAL READERSHIP (1-10)

Journal Name
6.3M 1.9M 1.8M 2.6M 1.2M 1.2M 0.5M 1.0M 0.5M
7 Day News 18% 22% 22% 12% 13% 21% 22% 15% 13%
First Eleven 15% 18% 15% 13% 8% 21% 12% 16% 9%
Hmu Khin Journal 11% 9% 11% 13% 14% 11% 16% 9% 14%
Pyi Myanmar 11% 12% 9% 11% 14% 4% 8% 16% 8%
The Sun Rays 9% 8% 11% 10% 10% 16% 10% 8% 3%
Sport Times 7% 4% 5% 10% 4% 13% 6% 10% 4%

Shwe Thway 6% 2% 3% 10% 8% 10% 3% 9% 3%
Weekly Eleven News 6% 12% 5% 2% 3% 1% 3% 5% 3%
In Arr 5% 2% 6% 7% 8% 9% 5% 2% 9%
Myanmar Than Taw Sint (The
4% 5% 8% 1% 4% 4% 10% 1% 3%
Myanmar Herald)

JOURNAL READERSHIP (TOP 1-10)
By SEC

Journal Name
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% - 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%
Myanmar Than Taw Sint (The Myanmar

4% 8% 4% 4% 4% 3%
Herald)

WAY OF ACQUIRING JOURNALS (TOP 1-10)
Rent Buy Subscribe
42%
55% 53% 53%
63% 60% 63% 66%
72%
89%
54%
43% 40%
44% 38%
35% 35% 30%
28%
8% 11%
0%
3% 1% 4% 2% 2% 0% 4% 5%
Weekly Ele...
Hmu Khin Jo...
Myanmar Th...
Pyi Myanmar
Inn Arr
Shwe Thway
Sport Times
7Day News
The SunRays
1.2M 0.6M 0.7M 0.4M 0.7M 0.4M First Eleven

1.0M 0.3M 0.3M 0.4M
Base :10+ Total Myanmar Journal Readers

First Eleven Pyi The Sun

7 Day News Hmu Khin
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% -

Criminology 60% - 100% 56% 22%
Cartoon 36% - 4% 31% 8%
Religion - - - - -
Base: 10+ Total Myanmar Yesterday Journal Readers

Sport Times Shwe Weekly Eleven Myanmar Than
In Arr
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 News - - 23% - -
Education News - - - - -
Political News - - 23% - 85%
Technology/ Agriculture/ Industry - - - - -
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

MAGAZINE READING HABIT
2017

MAGAZINE READING INCIDENCE
0.04 0.04 0.04 0.07 0.05 0.02 0.03 0.03 0.02 0.02 0.04
40.4M 19.2M 21.2M 5.8M 7.2M 27.4M 8.5M 9.6M 6.3M 6.2M 3.9M
5% 4% 3% 3% 3% 8% 6% 4% 3% 2%
9.5M 8.4M 7.4M 6.1M 8.9M 0.8M 4.8M 12.1M 13.6M 9.2M

FREQUENCY OF READING MAGAZINE
Daily 4-5 days a week 2-3 days a week Once a week
2-3 times a month Once a month Less than once a month
T 7% 2% 13% 16% 15% 30% 17% 1.4M
8% 3% 15% 23% 18% 20% 14% 0.7M
Fe 6%
0%12% 9% 13% 39% 21%
0.7M
1 7% 10% 23% 9% 32% 19% 0.4M

2 6%2% 7% 6% 22% 39% 18% 0.3M
3 5% 14% 11% 21% 27% 23% 0.2M
4 4%
1% 14% 23% 9% 27% 22% 0.2M
50+ 11% 6% 24% 14% 19% 20% 6% 0.3M
Base: 10+ Total Myanmar Magazine Readers

T 7% 0.02 13% 16% 15% 30% 17% 1.4M
M 5%0 10% 19% 19% 36% 10% 0.4M

U 5%0.02 13% 18% 11% 32% 19% 0.4M
R 9% 0.02 15% 12% 16% 25% 21% 0.6M
H 2%
0.02 9% 11% 11% 32% 34%
0.3M
Dry 13% 21% 25% 19% 8% 14% 0.3M
P 2% 0.12 7% 14% 2% 51% 12% 0.1M
D 13% 5% 7% 24% 26% 24% 0.2M
0.01
Coa 25% 3% 8% 46% 17% 0.1M

By SEC
T 7% 0.02 13% 16% 15% 29.97% 17% 1.4M
U 31% 15% 3% 5% 39.36% 7% 0.1M
Up2%
0.03 13% 20% 11% 43.57% 7% 0.3M
Mi1% 12% 22% 11% 33.68% 21% 0.5M
Low 16% 9% 12% 24% 14.59% 24% 0.4M
L1%0.09 27% 2% 21% 27.31% 13% 0.2M

MAGAZINE READING HABIT
Recency Time Spent
100%
82% Less than 30 minutes

51%
30 minutes - less than 1
hour2
1 hour - less than 2

hours2
35%
2 hours – less than 3
11% hours
Last Month Readers Longer ago Readers 2%
Buy and Rent

79%
23%
Buy Rent
Base: 10+ Total Myanmar Magazine Readers = 1.4M

MAGAZINE READERSHIP (TOP 1-10)
12% 8% 8% 7% 7% 7% 6% 5% 5% 4%
Hlyowet S...
Myat Ming...
Mingalar ...
Ngwe Tar...
Thuta Sw...
Nut Khatta...
Pyinnyar ...
Myawaddy
Thurit Za
Ah Pyo Sin
Magazine Name
1.4M 0.7M 0.7M 0.4M 0.3M 0.2M 0.2M 0.3M
Nut Khatta Yaung Chi 12% 14% 9% 5% 9% 23% 12% 18%

Myat Mingalar 8% 14% 3% 15% 1% 2% - 15%
Thurit Za 8% 4% 11% 3% 4% 19% 9% 11%
Mingalar Mg Mei 7% 9% 5% 20% - 2% 1% 2%

Pyinnyar Tansaung 7% 10% 5% 6% 17% 2% 2% 5%
Ah Pyo Sin 7% 4% 10% 4% 9% 15% 5% 4%
Ngwe Tar Yee 6% 11% 2% 2% 11% - 1% 17%
Thuta Swe Sone 5% 5% 5% 7% 3% 6% 1% 6%
Hlyowet San Kyel 5% 8% 3% 4% 5% 4% 7% 7%
Myawaddy 4% 7% 1% 1% - 1% 3% 18%


Magazine Name
1.4M 0.4M 0.4M 0.6M 0.3M 0.3M 0.1M 0.2M 0.1M
Nut Khatta Yaung Chi 12% 18% 16% 5% 5% 14% 14% 9% 2%
Myat Mingalar 8% 3% 7% 12% 1% 14% 14% 22% -
Thurit Za 8% 7% 11% 6% 5% 12% 13% 4% 2%
Mingalar Mg Mei 7% 3% 7% 10% 12% 10% 0% 19% -
Pyinnyar Tansaung 7% - 4% 13% 3% 11% 13% 23% -

Ah Pyo Sin 7% 8% 8% 5% 1% 5% 6% 4% 21%
Ngwe Tar Yee 6% 2% 2% 12% 9% 14% - 1% 9%
Thuta Swe Sone 5% 6% 10% 1% 5% 3% 4% 6% 6%
Hlyowet San Kyel 5% 8% 8% 2% 5% 2% 12% 3% -
Myawaddy 4% 2% 2% 7% 1% 13% 2% 1% -

By SEC

Newspaper Name
1.4M 0.1M 0.3M 0.5M 0.4M 0.2M
Nut Khatta Yaung Chi 12% 15% 16% 14% 8% 2%
Myat Mingalar 8% - 5% 3% 18% 9%
Thurit Za 8% 12% 7% 5% 10% 8%
Mingalar Mg Mei 7% - 4% 6% 13% 3%
Pyinnyar Tansaung 7% - 3% 11% 4% 13%
Ah Pyo Sin 7% - 5% 11% 3% 10%

Ngwe Tar Yee 6% - 5% 2% 6% 26%
Thuta Swe Sone 5% - 7% 7% 3% 1%
Hlyowet San Kyel 5% - 4% 8% 4% 2%
Myawaddy 4% - 1% 2% 1% 26%

WAY OF ACQUIRING MAGAZINES (TOP 1-10)
Borrow/free Rent Buy Subscribe
7%
18%
0.19
39%
43%
66% 67% 0.26
79%
83% 85% 82%
0.42 0.37 74%

56%
0.19
0.3
16% 14% 17% 0.06 21% 0.14
4% 14%
3% 3% 2% 5% 4% 3%
Nutt Khatta ...
Mingalar Mg...
hlyowet San...
Pyin Nyar T...
Thuta Swe ...

Myat Mingalar
Myawady
Thurit Za
Ngwe Tar Yee

Ah Pyo Sin
0.2M 0.1M 0.1M 0.1M 0.1M 0.1M 0.1M 0.1M 0.1M 0.1M

THANK YOU


MMRD 2017 Consumer & Media View Report-011518

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MEDIA MODULE

Consumer & Media View(CMV)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

• Journal Reading Habit

Source: 2017 Consumer & Media View (CMV) 2

Consumer & Media View(CMV)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Links South Asia to Plain (15%)

Plain Dry 11.6

1. YANGON REGION 7.56 14%

10. KACHIN REGION 1.73 3%

15 States & Regions

3,063 Wards 13,618 Village Tracts

Total ward Total

Stratified Multistage Sampling Procedure:

Delta 7,628,058 33 7 700

Pauk - 65 60 125 Mawlamyaing - 55 45 100

Consumer & Media View (CMV)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

61% 50% (20.3 Million)

61% 64% (25.7 Million)

39% (15.7Million) 35% (13.9 Million)

23% 16% (6.35 Million)

20% 16% (6.33 Million)

Mag 5% (2.0 Million) 4% (1.6 Million)

Internet ... 26% (10.4Million) 31% (12.7 Million)

Source: 2017 Consumer & Media View (CMV) 12

Total Metro Urban Rural Hilly Dry Plain Delta Coastal

TV 64% 89% 83% 53% 53% 60% 60% 65% 63%

Cinema 2% 13% 2% - 1% 0.3% 1% 0.2% 1%

Total Male Female 10-19 20-29 30-39 40-49 50+

Media 40.4M 19.2M 21.2M 9.5M 8.4M 7.4M 6.1M 8.9M

TV 64% 64% 63% 72% 65% 61% 61% 58%

Video/VCD/DVD 50% 53% 48% 67% 62% 47% 40% 32%

Radio 34% 37% 32% 31% 35% 30% 32% 43%

Internet 31% 39% 25% 29% 58% 37% 22% 11%

Base: 10+ Total Myanmar population

Total Metro Urban Rural Hilly Dry Plain Delta Coastal

Newspaper 16% 48% 23% 7% 10% 8% 8% 15% 12%

Journal 16% 34% 25% 9% 14% 12% 8% 16% 14%

Total Male Female 10-19 20-29 30-39 40-49 50+

Newspaper 16% 19% 13% 16% 16% 13% 16% 17%

Journal 16% 22% 10% 18% 17% 15% 16% 13%

Base: 10+ Total Myanmar population

Source: 2017 Consumer & Media View (CMV) 14

Consumer & Media View (CMV)

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Base: 10+ Total Myanmar Population

Source: 2017 Consumer & Media View (CMV) 16

10-19 13% 5% 29% 28% 11% 12% 2% 1.5M

30-39 26% 5% 23% 11% 26% 7%1% 1.0M

Base: 10+ Total Myanmar Newspaper Readers

Source: 2017 Consumer & Media View (CMV) 17

Base: 10+ Total Myanmar Newspaper Readers

Source: 2017 Consumer & Media View (CMV) 18

17% 4% 12%2% 1.8M

Low-Mid 1% 24% 20% 21%

Lower 13% 6% 16% 23% 24% 8% 10% 0.4M

Base: 10+ Total Myanmar Newspaper Readers

Source: 2017 Consumer & Media View (CMV) 19

Less than 30 minutes

71% 30 minutes – less than 1 hour

29% 1 hour – less than 2 hours