According to Nielsen's latest tracking of Adex (advertising expenditure), telco advertisers finished the year ahead of the rest with Celcom as the top spending advertiser in December at almost RM11 million. While Panasonic doubled its adspend at RM 6.5 million compared to November.
Newspapers led the media categories in terms of adex at 47.5% followed by television at 41.2%.
 | Malaysia Advertising Expenditure Report | | | | | Media: TV, Newspaper, Magazine, Radio, Cinema, Outdoor, Point of Sale, Internet | | Currency: RM'000 | | Rank | Top 10 Adspend by Brand
(Ranked by September'09) | Dec'09 (RM'000) | Nov'09 (RM'000) | Oct'09 (RM'000) | Dec'09 vs Nov'09 (%) | | 1 | CELCOM | 10,903 | 9,454 | 10,515 | 15.3 | | 2 | KEM.KESIHATAN | 9,572 | 6,091 | 7,527 | 57.2 | | 3 | TM | 9,533 | 12,837 | 9,755 | -25.7 | | 4 | DIGI | 9,051 | 5,415 | 5,751 | 67.2 | | 5 | MAXIS | 7,698 | 7,650 | 12,879 | 0.6 | | 6 | PANASONIC | 6,545 | 3,015 | 4,353 | 117.1 | | 7 | OLAY | 5,499 | 3,858 | 4,008 | 42.6 | | 8 | DYNAMO | 4,934 | 4,203 | 4,363 | 17.4 | | 9 | BRAND'S | 4,702 | 4,895 | 3,966 | -3.9 | | 10 | MCDONALDS | 4,526 | 5,012 | 2,195 | -9.7 | 
| Notes: | 1. | Nielsen measures advertising spending based on published rate cards. Outdoor advertising is based on actual billings by five media operators. | | | 2. | Nielsen measures advertising spending on terrestrial (free-to-air) television only. | | | 3. | Internet adspend is based on submissions from the following websites i.e. MSN Malaysia, Yahoo Malaysia, Forbes Malaysia, Utusan Online, Kosmo Online, Mangga Online, Sinchew-I, Guang Ming Online,Sin Chew Online, Soccerfanz, Kooky, Mysinchew, The Star Online and Parenthots.com | | | | | | | | Source: Nielsen Advertising Information Services (AIS) |
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