Zenith Cambodia unveils landmark television study

PHNOM PENH: Zenith Media has commissioned the first television viewership study in Cambodia - a country which just a few years ago was in the grip of a civil war. The landmark research was conducted by Taylor Nelson Sofres and Indochina Resources. The study coincided with the explosion in adspend and the number of media outlets available to advertisers, which Cambodia is now experiencing. The year-on-year growth in advertising expenditure hit 53 per cent last year. Categories contributing to this growth include telecommunications, cosmetics, petrol, beer, education and entertainment. Television in particular experienced a greater than 20 per cent growth in the number of brands advertised since 1999. Zenith Media Cambodia general manager Rod Mabin also described the country's media scene as cluttered. Mabin said that research has gained greater importance since Phnom Penh has six TV stations, more than 10 commercial radio stations and countless publications.

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