The much awaited World Cup is finally here! This once-in-4-year worldwide event is fully broadcasted over Cable TV.
Riding on the World Cup wave, Starhub had been actively promoting Cable TV. The efforts are indeed paying off as they saw an 82% growth in new Cable TV subscribers in quarter 2 versus quarter 1 of 2002. This is largely due to World Cup.
Though World Cup 2006 has been offered as a Pay-Per-View package, take up of the same amongst existing Sports Group subscribers as well as new Cable TV subscribers had been most positive.
The growth in Cable TV penetration, the hype around World Cup present an opportunity for advertisers to leverage greater usage of Cable TV.
Promising to be bigger and better, 2006's 'Great Singapore Sale (GSS)' boasts record high heartland participation, more late night shopping destinations and a grander Great Singapore Shopping Challenge. In its 13th year, GSS is running for eight weeks from May 26 to July 23.
Organisers hope to ring in at least $5.2 billion in sales, up from last year's record of $5 billion. The sale coincides with the mid-year school holidays, and has proven to be an attraction for tourists too.
Though the GSS coincides with World Cup this year - with the telecast of late night and early morning matches, we do not foresee a direct co-relation between both events. We anticipate GSS sales to be promising. June/July is a good period for advertisers to capitalize on the hype around these 2 events.
Come this August, ' AUGUST' a new male magazine will hit the news stands. It is positioned as "The Definitive Men’s Journal", covering styling, hip designers, business, music, technology, pop culture, cars and in-depth celebrity profiles. It targets affluent and aspirational young professionals aged 25 – 40.
Circulation: 25,000 copies
Frequency: Monthly
Distribution: News stands & major book stores
Increasingly, Singaporean men are interested in living and looking good. No longer adhering to the old machismo model, Singaporean men are progressively changing to be metrosexuals or ubersexuals. This is seen by the increase in spas/facial parlours for men and male grooming product lines. The launch of this magazine opens up new advertising opportunities to target this segment who thinks less about splurging and spending for their image.
VivoCity, Singapore’s largest multi-experiential retail and lifestyle destination is due to open in Oct. It will be a key landmark in the South, targeting families as well as youths. Currently, media vendors are bidding for the rights to represent VivoCity management.
There will be more advertising opportunities available within and around VivoCity. Moove Media's Harbour Front MRT advertising is one opportunity available already. Cinema advertising with Golden Village is also on the way.
With the opening of Vivo City, advertisers can have an alternative outdoor space to catch the eyeballs, other than the cluttered Orchard belt. The eventual success of VivoCity is not predictable now. However, the opening few months will surely see heavy traffic.
CPRP had fallen in April as compared to the earlier months. Post the festive season, people are at home often more to tune into programmes, seeking relaxation from the stress of work. The channels have also been scoring with new and well received programmes.
Blockbuster Sunday Movies and special programming like 'Miss Singapore Universe Finals' rake in ratings for Ch 5.
Special programming like 'Charity Show' and 'Current Affairs - Face to Face with PM' proves to be high rating programs for Ch 8.
Ch U scores with 10pm Korean Drama "Jewel in Palace", Campus SuperStar and SuperBand Big Jam.
This boost in ratings are bringing the CPRP down. This CPRP level will only continue with continued popular program offerings from the channels.
