THE Association of Accredited Advertising Agents Malaysia (4As) is revising upwards its estimate for total advertising expenditure (adex) in Malaysia this year to an all-time high of RM4.2bil, an almost 13% rise over last year's RM3.72bil.
Vice-president Juni Ewe said the lion's share of the adex would go into newspapers and TV with a combined share of between 90% and 95%, compared with 91% last year (newspapers 64%, television 27%), quoting from Nielsen Media Research ADEX, the only source of media survey figures in Malaysia.