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UK based International Media Planning and Buying Specialists

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With over thirty years' involvement in strategy planning and media buying for international ad. campaigns, Fox Media has all the skills, knowledge, contacts and experience to ensure that your Asian campaign is planned and implemented successfully, whatever your spend level. You'll find our full contact details here.

Wherever you are in the world, we look forward to hearing from you!

Asia

Whilst Asia in 2008 is still seeing revolutionary changes in media profiles and availability, the longer-term effects on the advertising market of the global 'credit crunch' are yet to be fully revealed.

Nonetheless, against this background Fox Media offers media planning and media buying skills which will maximise the cost-effectiveness of your ad. campaign in the fast-changing Asian media marketplace.

India and China have become the world's second and third largest TV markets after the United States. The business magazines sector is seeing explosive growth in China. Elsewhere in Asia, Japan leads the way in terms of mobile internet usage - and it boasts higher levels of circulation for its major daily newspapers than are achieved anywhere else in the world.

But whereas India and China are on a steep economic growth curve, Japan is still emerging from recession. Just as economies vary, so does demand for advertising space, with all that that implies in terms of media planning, buying and cost-effectiveness.

Asia's population is growing rapidly and it is making rapid strides towards overtaking other major media marketplaces on many measures. Some estimates suggest that by 2014 Asia will account for around two-thirds of the world's population.

Asian business markets are well-served by both international titles and a number of highly-successful, long-established indigenous newspapers and magazines. High flyers can be reached by in-flights, airport advertising and business TV networks.

There are a number of reliable media research surveys covering the Asian continent. The Asian Businessman Readership Survey (ABRS) provides useful planning input, offering measures of readership by Asia's most senior businessmen, and also covering certain secondary commercial sectors in each country.

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The latest (2006) edition is the only Pan-Asian survey which covers South Korea. ABRS, with its sample size of over 6,400, is recognised as the key industry survey for use in media planning and buying for corporate, business and financial media campaigns aimed at senior management in South East Asia's leading corporations and financial institutions. A. C. Nielsen's Asian Target Market Survey incorporates Asian Profiles 10, providing data on media exposure, usage of products and services and the socio-economic characteristics key target audiences.

Another valuable research resource for use in media planning and buying is the Asian data contained in IATS, the International Air Travellers Survey. The latest (2005) report is similar to previous IATS surveys carried out between 1987 and 2002 in four separate

regions - Europe, Asia, Middle East and Latin America - but the research has been redesigned by EDR so that it is now almost completely global, excluding only North America, and therefore provides a powerful database for planning many international print and TV schedules.

Arguably the most widely-available reliable source of Asian media and product data nowadays is TGI, which currently offers media and product surveys covering China, Hong Kong, India, Indonesia, Japan, Kazakhstan, Malaysia, Philippines, Singapore, Taiwan and Thailand. China TGI has a sample size of 70,000 - the survey is conducted in 30 cities. A. C. Nielsen also has a strong presence in media research across Asia. Nielsen/Net Ratings and Starhub recently announced that they will be measuring internet traffic from Singapore and Hong Kong as well as the growing number of page impressions from India, Malaysia, Korea and Taiwan.

Asia is a lively continent in terms of media development currently: cinema advertising facilites are growing very rapidly in many markets, for instance, with incursions from, and takeovers by, major Western cinema chains with links to major Hollywood studios.

Whilst media development is proceeding apace in Russia, literacy levels are much lower than most outsiders would expect. Implications here for some types of campaign, no doubt ...

For more details about our international media planning and buying services call Richard Fox direct from the UK on 01354 740916 or on +44 1 354 740916 from outside the UK.