MagiqADs lifts Nielsen’s in-store reach index to 87%

  • 65% of the population visit a hypermarket or supermarket weekly
  • Over 1.5 million people walk into one of the stores in our network every single day – Sailendra, MagiqADs

Media buyers and planners will now have much better data for their retail buying decisions with the inclusion of MagiqADs Retail Network in the Nielsen Media Index July 2010 – June 2011. According to the latest figures, MagiqADs’ retail media reached 53% of the population aged 15+, Peninsular Malaysia, in the past 52 weeks.

Sailendra K. Executive Director of MagiqADs Sdn. Bhd. said “This is another step in the evolution of retail media as the “new mass”. Now with our numbers being tracked by Nielsen, we will be in a better position to give our clients verified information about their in-store media options. Given the information in the Media Index, we can now cross tabulate and undertake analysis of the data. This will enable marketers to better understand consumer buying habits for specific categories of goods.

Research indicates that modern retail is on the rise and becoming dominant. In 2002 there were only 22 hypermarkets in the whole country. The Ministry of Domestic Trade and Industry says that number has grown to 121 hypermarkets. Much of this growth has been in new markets outside the Klang Valley, opening up a whole new segment of the population to the one-stop convenience of the hypermarket.

He continues “Here in Kuala Lumpur we are used to the opening of new malls  stores and are not affected in principle,  but however , in newly developed urban areas, these hypermarkets become the focal point for the community not just for shopping but recreation as well . Thus making them key points of communication not just for the FMCG brands but also other goods and services like finance, telecommunications and education.”

Sailendra believes that while much attention has been paid to the growth and impact of digital and mobile media, a much quieter and no less explosive revolution has been taking place in the retail industry. “We’re talking about 65% of the population visiting a hypermarket or supermarket at least once a week.  In fact over 1.5 million people walk into one of the stores in our network every single day. With those kinds of numbers, this is where brand owners should be investing their media budgets since now with the data from the Nielsen Media Index, we can prove it.

MagiqADs now represents over 63% of the top six retailers in the country with a retail media network that consists of hypermarkets and supermarkets belonging to Tesco, Carrefour, Jusco, and 7-eleven’s chain of convenience stores nationwide.