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.
