PETALING JAYA: Total advertising expenditure (adex) in the country shrank 5.7% year-on-year to RM771.93mil last month, according to market research firm Nielsen, marking the first monthly contraction in three years.

However, media specialists contacted by StarBizWeek did not find it alarming, mainly attributing it to the timing of the Chinese New Year (CNY) celebration.

Universal McCann Malaysia chief executive officer Prashant Kumar said the lower adex could be attributed to the shorter CNY season in the month of January. “(However) we see things getting better in the coming months,” he said.

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