According to a survey by Myanmar's Marketing Research and Development (MMRD), the country's 2013 advertising expenditure (excluding radio and pay TV) increased by 29% year-on-year. This growth rate fell short of the 36% increase in 2011 and the 52% increase in 2012, as reported by Campaign Asia-Pacific online.
Major corporations with substantial advertising budgets are rapidly entering Myanmar as its democratization progresses. Coca-Cola, P&G, PepsiCo, and Unilever have already entered the market. Beverage makers like Heineken, Thai Beverage, and Carlsberg have also announced plans to start local operations. Telecom companies Vodafone and China Mobile have expressed interest in bidding for domestic licenses, suggesting future advertising expenditure growth. Last year, consumer brands like Unilever, Colgate-Palmolive, and Nivea dominated the top advertising spenders. By media type, television accounted for the largest share at 64%. Print media represented 28%, and outdoor advertising 7%.
Myanmar's media landscape remains underdeveloped, with only seven television channels, including two state-run ones. As of May 2013, there were 11 newspapers, with seven more preparing for publication. Approximately 300 magazine titles are in circulation. Internet access is limited, but SMS usage is expected to grow. A notable feature of Myanmar's media landscape is the popularity of Video CDs (VCDs) and DVDs. People use these to watch domestic dramas and Korean films. According to MMRD, approximately 75% of consumers, or 33.1 million people, watch VCDs or DVDs, exceeding the television audience. Television commercials reach about 51% of the population (22.3 million people). Radio reaches 43%, magazines 38%, and newspapers 12%. Advertising agencies are also accelerating their entry into Myanmar.
