NIELSEN COOPERATES WITH BUSPAK TO TRACK BUS BODY ADVERTISING
EXPENDITURE IN HONG KONG
June 1, 2007, Hong Kong: The Nielsen Company today announced the cooperation with
Buspak, the sole advertising representative of all franchised buses in HK, including KMB,
Citybus, New World First Bus and Long Win Bus, whereby Nielsen have obtained an
exclusive access to Buspak’s advertising expenditure of the 5,700 buses throughout Hong
Kong, Kowloon and the New Territories.
Nielsen is committed to providing the media industry with actionable insights currency for
advertising expenditure measurement covering all key media - TV, newspapers, magazines,
radio, cinema and outdoor, and the cooperation will add greater dynamics to the
advertising market in Hong Kong as media planners and advertisers gain better
understanding about the potential with bus-body advertising.
“Hong Kong people are known as the world’s most outgoing crowd, making out-of-home an
increasingly important channel to capture audience’s attention. Other than the over 4
million bus passenger counts every day, pedestrians and drivers are also the target
audience of bus-body advertisements. The impact of this outdoor channel should not be
underestimated,” said Ms. Helen Pemberton, Director, Nielsen Media Research Hong Kong.
“We are excited by being one of the media suppliers to provide Nielsen with data. Media
agencies will be able to access our data easily. Our goal is not only to make transit media
more accountable and professional, but also in the long term to evaluate out-of-home
(OOH) as part of the media mix,” said Mr. Adrian Lai, General Manager, Buspak
Advertising (Hong Kong) Ltd.
Starting from April 2007, Buspak will provide Nielsen with the data on a monthly basis.
Nielsen started to monitor bus-body creatives in 2002, but the addition of the adspend data
from Buspak will strengthen Nielsen’s bus-body monitoring capability – a service that is not
available elsewhere in the market.
According to Nielsen’s Hong Kong Advertising Information Services (AIS) April 2007 figures,
medication / tonic was the top spending category in bus-body advertising with a spend of
HK$1.5 million1 last month, closely followed by real estate (HK$1.5 million) and mobile
communications (HK$ 1.2 million).
The new data has been included in the Nielsen database enabling marketers and media
planners to not only review the bus-body adspend alone, but also integrate it with the
adspend of other channels like print, broadcast and other outdoor for a complete picture.
The report will be available via Nielsen’s proprietary platforms – Nielsen Ad*Views and
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market
positions and recognized brands in marketing information (ACNielsen), media information
(Nielsen Media Research), business publications (Billboard, The Hollywood Reporter,
Adweek) and trade shows. The privately held company has more than 42,000 employees
and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands,
and New York, USA.