High Quality Newspaper

Targeting Advertising Solution

April 2015
 Quality Readership
- Ming Pao’s 2014 readership : 356,000
- No. 1 reach amongst quality title

Awards Winning
- Won “Best News HK awards” more than other newspapers

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
The Newspaper Society of Hong Kong (http://www.nshk.org.hk/)
 Ming Pao: No. 1 reach amongst quality title

356,000

157,000
142,000
93,000

ST HKET HKEJ

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Strong Reach of High-End Segment
Ming Pao ST HKET HKEJ

Monthly Personal Income of HK$20K+ 127,000 56,000 80,000 66,000

Monthly Household Income of

HK$30K+ 169,000 63,000 106,000 80,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Demographic Breakdown
Ming Pao ST HKET HKEJ

Male Readers 156,000 67,000 94,000 55,000

Female Readers 200,000 91,000 47,000 39,000

20~ 34 year old readers 55,000 49,000 36,000 18,000

35~ 54 year old readers 194,000 79,000 87,000 69,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Quality Readership
Ming Pao ST HKET HKEJ

Purchased House 255,000 123,000 117,000 82,000

Shopping Decision Makers 113,000 62,000 63,000 27,000

Main Income Earner 129,000 52,000 71,000 28,000

Professional/Manager/Executive/Trader
Proprietor & White Collar 143,000 82,000 100,000 47,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Banking Services Used

Ming Pao ST HKET HKEJ

Any Day to Day Transaction 324,000 144,000 134,000 91,000

Time Deposit 102,000 69,000 61,000 59,000

Phone & e-banking 221,000 102,000 127,000 58,000

Integrated Account 116,000 58,000 83,000 35,000

Foreign Currency &

RMB Account
162,000 65,000 107,000 45,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Insurance & Loan Product Used
Ming Pao ST HKET HKEJ

Any Insurance Owned 167,000 78,000 91,000 43,000

Life Insurance 150,000 67,000 79,000 35,000

Medical Insurance 129,000 49,000 54,000 30,000

Credit Cards owned

[Gold/Platinum/Black] 198,000 84,000 112,000 75,000

Private Label Cards 23,000 16,000 16,000 12,000

Any Loan Product 80,000 37,000 47,000 20,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Investment Services Used
Ming Pao ST HKET HKEJ

Any investment 154,000 71,000 89,000 40,000

Stocks/Shares/
Options/ Bonds
128,000 50,000 74,000 31,000

Personalized Wealth Management & Unit

Trusts/ Mutual Funds 80,000 29,000 53,000 25,000

Retiring Plan 38,000 16,000 12,000 80,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Home eProducts & Automobile
Ming Pao ST HKET HKEJ

Smartphone 305,000 133,000 132,000 88,000

Car Ownership in Household
[1+ Cars]
133,000 57,000 64,000 57,000

Digital Camera 154,000 67,000 68,000 32,000

HD Digital Camera & DSLR 84,000 52,000 41,000 18,000

Digital Video &HD Digital Video

Camera 49,000 13,000 17,000 10,000

Laptop/Notebook & Netbook 217,000 148,000 107,000 88,000

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)
 Business & Pleasure Travel
Ming Pao ST HKET HKEJ

Travel Away
from HK (Past Year)
236,000 93,000 97,000 67,000

Air Travel 182,000 83,000 82,000 33,000

No. of Air Trip

1 ~ 2 Trips 135,000 40,000 41,000 16,000

3 + Trips 47,000 43,000 41,000 17,000

Ming Pao In Airlines

．Cathay Pacific Airways ．Dragonair ．Japan Airlines ．All Nippon Airways
．Korean Air ．Qantas Airways ．Garuda Indonesia ．Singapore Airlines
．Malaysia Airlines ．Thai Airways ．Lufthansa German Airlines
．Air Canada ．Qatar Airways ．Air China ．Aviastar ．United Airlines
．Hong Kong Airlines ．Finnair ．Brunei Airlines ．EVA Airlines

Source: Nielsen HK Media Index 2014 Year-end report (Jan 2014 - Dec 2014), Base : All respondents aged 12-64 ('000)