Hong Kong : Following the launch of the Asia TV Advertising Coalition (ATAC) in July this year, the CASBAA-led Coalition has issued a new edition of its core publication, ‘Subscription TV Advertising Asia 2010’.
The ATAC stakeholders encompass the vast majority of advertising spend on subscription TV across Asia, including Discovery Networks Asia, CNN, Fox One Stop Media, SPE Networks – Asia, Bloomberg Television, CNBC Asia and NBC Universal.
Both the 2010 print edition of the ATAC sourcebook and its in-depth website, provide actionable facts designed to better inform the global advertising community.
The latest updates encompass case studies, viewership and trend data drawn from the Asia Pacific and beyond. New features include a section on Asia Pacific advertising regulations and expert reports on the burning issues facing the media industry today.
As of early November 2009 there were 326 million subscription TV households in the 15 markets covered by ATAC. This represents 45% of all TV households across the region, an increase of 35 million homes since Y/E 2008.
Tom Keaveny, EVP and MD of Discovery Networks Asia-Pacific said: “ATAC brings together the leading broadcasters in the region to showcase the strength of subscription TV and its many benefits for advertisers: strong brands, quality content, affluent audiences and efficient, targeted media buys.”
“Our audiences are growing year-on-year, and through this, ATAC is a credible source of information for agencies and advertisers delivering the most relevant data with more accountability.”
Connie Chan, MD, Mediaedge:cia Singapore and Global Solutions added: "The regional television landscape continues to evolve, becoming more measurable and more interactive through the latest technology. All this needs to be tested and applied.”
“Only through working together can the regional TV industry optimize the latest technologies and pass the full benefits to our clients and ultimately the consumer."
In early 2010 the regional networks will carry an on-air campaign promoting the effectiveness of subscription TV advertising supported by additional trade marketing initiatives.
The ATAC program for 2010 will also include a Multimedia Audience Measurement Summit featuring global experts engaged in on-screen research. Further details will be released soon.
