Monitoring of Television Promotion of Breast-milk Substitutes
and Complementary Foods in Phnom Penh, Cambodia
September 2013-September 2014
EXECUTIVE SUMMARY
•
From September 2013 to September 2014, 10 TV channels in Phnom Penh, Cambodia had
advertisements for breast-milk substitutes (BMS): Bayon, CTN, CNC, HMTV, MyTV, PPCTV9,
PPCTV10, Sea TV, TV7, and TV9. Among these, three top channels (CTN, PPCTV09, and HMTV)
accounted for about 70% of total advertising minutes on all TV channels for this 1 year period.
Three TV channels aired commercially produced complementary food (CPCF) advertisements
(CTN, MyTV and PPCTV09).
•
Seven BMS companies advertised their products during this one-year period: Dumex, Abbott,
Friesland, Biofoodnutrition SE, NutriBio, Gilbert Laboratories, and Nestle. The majority of these
advertisements were for growing-up milk products (age of introduction >12 months). The
specific BMS products featured in advertisements within these 12 months are as follows:
Dumex Dugro Gold, Similac Gain Plus, PediaSure Complete, Dutch Lady 5X-HDA, Fabimilk, Lailac
Powder Milk, Lactogen Toddler, and Physiolac Growing up.
•
Three CPCF companies advertised their products, including Saint Amand (natural mineral
water), Nestlé (Cerelac), and PPM (Bor Bor Rung Roeung) Infant Cereal/Porridge.
•
In total, there were 2693 minutes of BMS and CPCF advertisements in these 12 months. About
90% of that advertisement was for BMS while CPCF accounted for only around 10% of the total
duration.
•
BMS and CPCF advertisements represent a minor percentage of overall TV advertising time
across 16 channels in Phnom Penh. Overall, BMS represented about 0.8% of all television
commercials (TVCs) across the 10 in which any BMS advertisement was observed. CPCF
advertisements represented 0.4% of the total minutes for TVCs on the 3 channels that aired any
CPCF advertisements.
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Helen Keller International
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Brand advertisement from Dumex, Physiolac, and Similac were the active brands in terms of
TVCs for BMS products. These three brands accounted for about 70% of the total minutes of
BMS advertising.
•
BMS advertisements appeared most frequently during 16:01-20:00 timeslot and the majority of
these ads were 30-40 seconds in length. CPCF advertisements appeared most frequently from
10:01-16:00 with most advertisements of shorter duration, about 15-20 seconds.
•
Both BMS and CPCF companies spent about $635,327 USD from September 2013 to September
2014. Of this expenditure, 96% was for BMS advertisement while CPCF accounted for
approximately 4%. Within these 12 months, CPCF product advertisement gradually declined
from September 2013 to December 2013 and seemed stable from January to September 2014
(except dramatic drop in April 2014) while BMS spending fluctuated (with the highest
expenditure in May 2014 followed by December 2013, accounting for 22% of total expenditure
for these two months. One television channel, CNT, took about 60% of total market share for
BMS advertisement among the 16 channels sampled.
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Table of Contents
01-
BACKGROUND AND OBJECTIVE OF THE STUDY
02-
LIST OF ACRONYMS
03-
SCOPE OF WORK/METHODS
04-
RESEARCH FINDINGS
04-A. FREQUENCY AND DURATION OF BMS/CPCF ADVERTISEMENTS
04-B. COVERAGE OF BMS/CPCF ADVERTISEMENT-PERCENTAGE
OF ALL MINUTES FOR ADVERTISEMENTS
04-C. COVERAGE OF BMS/CPCF ADVERTISEMENT-PERCENTAGE ON TV
CHANNELS WITH ADVERTISEMENTS FOR BMS OR CPCF
04-D: SPENDING-TV EXPENDITURE ON BMS/CPCF ADVERTISEMENT
05- APPENDIX 1. DEFINITIONS
06-
APPENDIX 2. ADVERTISEMENT TRANSCRIPTS
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List of Tables
Figure 1: Summary information of BMS and CPFC advertisements (12 months) ........................................ 9
Figure 2: Number of minutes for BMS shown on TV advertisement of each station by month............ 10
Figure 3: Number of minutes for CPCF shown on TV advertisement of each station by month .......... 11
Figure 4: Total number of minutes for BMS and CPCF advertisements (12 months-Sep 2013-Sep
2014) by all stations ............................................................................................................................................................. 12
Figure 5: Number of minutes for BMS brands by station (for 12 months-Sep 2013- Sep 2014) ......... 13
Figure 6: Total number of minutes for all stations by BMS brands (For 12 months-Sep 2013- Sep
2014) .......................................................................................................................................................................................... 14
Figure 7: Number of minutes for CPCF brands by station (for 12 months-Sep 2013- Sep 2014) ....... 14
Figure 8: Total number of minutes for all stations by CPCF brands (for 12 months-Sep 2013- Sep
2014) .......................................................................................................................................................................................... 15
Figure 9: Frequency of advertisement (BMS & CPCF) by Manufacturer/Sub brand(For 12 months-
Sep 2013- Sep 2014) ............................................................................................................................................................ 16
Figure 10: Frequency and number of minutes of BMS advertisement by TVC (For 12 months-Sep
2013- Sep 2014)..................................................................................................................................................................... 17
Figure 11: Frequency and number of minutes of CPCF advertisement by TVC (For 12 months-Sep
2013- Sep 2014)..................................................................................................................................................................... 19
Figure 12: Number of BMS Advertisements in Each Duration by Timeslot over 12 Months ................ 20
Figure 13: Number of CPCF Advertisements in Each Duration by Timeslot over 12 Months ............... 21
Figure 14: Total Number of BMS Advertisements (Regardless of length) over 12 Months by time
slots ............................................................................................................................................................................................. 22
Figure 15: Total Number of CPCF Advertisements (Regardless of length) over 12 Months by time
slots ............................................................................................................................................................................................. 23
Figure 16: Number of minutes for BMS brand by Manufacturer/Sub-brand (For 12 months, Sep
2013- Sep 2014)..................................................................................................................................................................... 24
Figure 17: Number of minutes for CPCF brand by Manufacturer/Sub-brand (For 12 months-Sep
2013- Sep 2014)..................................................................................................................................................................... 25
Figure 19: Number of minutes for BMS brand by TV Channel (For 12 months-Sep 2013- Sep 2014)
....................................................................................................................................................................................................... 26
Figure 20: Number of minutes for CPCF brand by TV Channel (For 12 months-Sep 2013- Sep 2014)
....................................................................................................................................................................................................... 27
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Figure 21: Number of minutes for BMS brand by all (n=10) TV Channels (For 12 months-Sep 2013-
Sep 2014) .................................................................................................................................................................................. 28
Figure 22: Number of minutes for CPCF brand by all TV Channels (For 12 months-Sep 2013- Sep
2014) .......................................................................................................................................................................................... 28
Figure 23: % of total minutes for BMS advertisements (Comparing with all TVCs on (n= 10) TV
channels having BMS advertisement 12 months).................................................................................................... 29
Figure 24: % of total minutes for BMS advertisements on Top 3 Channels (Comparing with all TVCs
on Top 3 TV channels having BMS advertisement 12 months) ......................................................................... 30
Figure 25: % of total minutes for CPCF advertisements (Comparing with all TVCs on (n= 3) TV
channels having CPCF advertisement with 12 months)........................................................................................ 31
Figure 26: % of total minutes for BMS advertisements by month with BMS brand(Comparing with
all TVCs on (n= 10) TV channels having BMS advertisement with 12 months) .......................................... 32
Figure 27: % of total minutes for CPCF advertisements by month with CPCF brand (Comparing with
all TVCs on (n=3) TV channels having CPCF advertisement with 12 months) ............................................ 33
Figure 28: % of BMS advertisements by TV Channels (at least 5 advertisements monthly .................. 34
Figure 29: % of CPCF advertisements by TV Channels (at least 5 advertisements monthly) ............... 35
Figure 30: Total Monthly Expenditure (USD) on BMS/CPCF Advertisement (12 moths) ...................... 36
Figure 31: Share of Voice on BMS/CPCF ...................................................................................................................... 37
Figure 32: Share of Voice on BMS by TV Channel .................................................................................................... 38
Figure 33: Share of Voice on CPCF by TV Channel ................................................................................................... 39
Figure 34: Total Monthly Spending on BMS Advertisement by Company..................................................... 40
Figure 35: Total Monthly Spending on CPCF Advertisement by Company ................................................... 41
Figure 36: Total Monthly Spending on BMS Advertisement by Company and Type of BMS ................. 42
Figure 37: Total Monthly Spending on CPCF Advertisement by Company and Type of CPCF .............. 42
Figure 38: Share of Voice on BMS Advertisement by Company and each Type of BMS........................... 43
Figure 39: Total Monthly Spending on CPCF Advertisement by Company and Type of CPCF .............. 44
Definitions of Breast Milk Substitutes (BMS): ........................................................................................................... 45
Definition of complementary foods ............................................................................................................................... 45
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01-
BACKGROUND AND OBJECTIVE OF THE STUDY
Article 13 of Cambodia’s Sub-Decree 133 prohibits advertisements for foods for children
less than 24 months of age, including breast-milk substitutes (BMS) and commercial
complementary foods on television, radio, and print media. BMS include infant formula
(for infants up to 6 months of age, follow-up formula (6-12 months of age) and growing-up
or toddler milks, for children (1-3 years of age) 1 (Annex 1).
Of all urban households in Cambodia, 89% have a television, and 58% have a radio. 2 Among
urban women 15-49 years of age living in Phnom Penh, 93% watched television at least
once a week, 28% listened to the radio at least once a week and only 12% read newspapers
at least once a week. There are 14 television stations, including some broadcast locally and
some relayed from cable. 3 Local broadcast TV stations air free programming over public
airwaves to television antennas and work with local cable, satellite and telephone
companies to distribute programming through these channels as well. Cable networks
typically do not use public airwaves, and distribute national programming in conjunction
with national and local companies. 4
Preliminary results from the HKI ARCH Study of IYCF Promotion and Practices among
Mothers in Health Facilities indicate that 86% mothers of children less than 24 months of
age in Phnom Penh reported seeing, hearing or reading advertising for breast-milk
substitutes and 31% reported observing advertising for commercially produced
complementary foods. Among mothers who reported having seen, heard or read
commercial promotions for BMS, 89% reported having seen them on television, 12% in
magazines/newspapers, 8% on the radio and 2% on the internet. For complementary
foods among those who had seen ads, 84% reported seeing them on television, and less
The Cambodian Code restricts marketing BMS up to 24 mo of age unless prior permission has been received
from the Ministry of Health.
2 National Institute of Statistics, Directorate General for Health & ICF Macro. Cambodia Demographic and
Health Survey 2010. Phnom Penh, Cambodia and Calverton, Maryland, USA: National Institute of Statistics,
Directorate General for Health, and ICF Macro.
3 http://www.asiawaves.net/cambodia-tv.htm
4 http://www.timewarnercable.com/en/residential-home/support/faqs/faqs-tv/retransmis/whats-thedifference-between-a.html
1
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than 2% were in magazines/newspapers, radio or internet 5. Only11% were not exposed to
any media in the period since their youngest children was born.
In order to better understand current media promotion of infant foods in Cambodia, Helen
Keller International (HKI) has undertaken a media monitoring study to assess promotion of
BMS and commercial complementary foods through television channels. Similar studies
have been conducted by Alive and Thrive in Vietnam and Bangladesh on BMS and
commercial complementary foods. Other studies have been conducted on marketing of
foods to children, particularly television advertisements during children’s programming.
The primary objective of this media monitoring study is to monitor frequency/duration,
coverage, and spending on BMS/commercial complementary food television ads in Phnom
Penh, Cambodia.
02-
LIST OF ACRONYMS
BMS: Breast-milk substitute
CPCF: Commercially produced complementary foods
TVC: Television Commercial
TV: Television
Ad spot: Advertising Spot
Ad Spend: Advertising Spend
Mn: Minute
03-
SCOPE OF WORK/METHODS
The media monitoring covered 13 Local TV + 3 Cable TV channels over the course of 12
months (September 2013-September 2014) in Phnom Penh, Cambodia. This report will
cover the following information.
1- Frequency/duration of BMS/CPCF advertisements shown from 6:00 am to midnight
daily
Alissa Pries. Assessment and Research on Child Feeding (ARCH) Project Health Systems Study. Cambodia
country report.
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2- Coverage of BMS/CPCF advertisements - Percentage of all minutes for
advertisements
3- Coverage of BMS/CPCF advertisements - Percentage of television channels with
advertisements for BMS or CPCF
4- Spending - television expenditure on BMS/CPCF advertisements
Media Scope
Local Chanel:
1. CTN
8. MyTV
2. TV3
9. SEATV
3. TV5
10. CNC
4. TV9
11. Hang Meas TV
5. TVK (TV7)
12. Bayon News
6. TV11
13. CTV8
7. TV27 (Bayon)
Cable Chanel:
1. CCTV27
2. PPCTV09
3. PPCTV10
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04- RESEARCH FINDINGS
04-A. Frequency and Duration of BMS/CPCF Advertisements
BMS
Product
Figure 1: Summary information of BMS and CPFC advertisements (12 months)
Type of product
Manufacturer
Brand
Subbrand
Age of
Introduction
Step
NA
Growing up
Growing up
Growing up
Dumex
Dumex
Abbott
Abbott
Biofoodnutrition
SE
Nestlé
NutriBio
Gilbert
Laboratories
Friesland
Company
NA
Dugro
Similac
PediaSure
NA
Gold
Gain Plus
Complete
NA
1-3 years
1-3 years
1 - 9 years
NA
#3
#3
NA
Lactogen
Lai Lac
Toddler
NA
Growing
up
1-3 years
1-3 years
#3
#3
#3
Growing up
Growing up
Growing up
Growing up
CPCFs
Growing up
•
Cereal/Porridge
Cereal/Porridge
Natural Mineral
Water
Nestlé
PPM
Saint Amand
Fabimilk
Physiolac
Dutch Lady
Cerelac
Bor Bor
Rung
Roeung
Saint
amand
NA
5X - HDA
NA
NA
NA
1-3 years
1-3 years
1 year and
above
6 months
onward
6 - 24 months
NA
From September 2013 to September 2014, there were 7 BMS companies that
advertised on TV while there were only 3 companies that advertised for CPCF
•
products.
Most of the BMS products were Growing-up for children aged 1-3 years old. Cereal
and Porridge was also seen as active type of product for CPCF advertisement by
Nestle (Cerelac) and PPM (Bor Bor Rung Roeung) for children aged from 6-24
months while Saint Amand 6 focused only on natural mineral water.
Saint Amand mineral water was included in the study because labelling of this product includes instructions
for use in infant formula preparation.
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#3
#3
NA
NA
NA
Figure 2: Number of minutes for BMS shown on TV advertisement of each
station by month
TV
Sep Oct Nov Dec
Channel -13 -13 -13 -13
Bayon
CNC
CTN
HMTV
MyTV
PPCTV
09
PPCTV
10
Sea TV
TV7
TV9
5
2
6
4
69
53
15
-
29
-
12
10
5
9
-
5
86
1
-
68
-
45
96
35
-
-
89
-
26
-
Jan
Feb Mar Apr
-14 -14 -14
14
7
-
-
69
47
42
61
12
7
10
20
-
65
-
32
10
1
22
-
-
62
-
-
-
20
38
-
7
-
Ma
y14
Jun
-14
Jul
Aug Sep
-14 -14
14
-
-
-
-
44
52
40
673
16
18
13
185
-
177
-
86
20
44
42
13
37
21
37
11
31
23
-
30
14
22
-
27
76
29
22
-
24
63
19
24
-
2
23
-
-
42
Tot
al
22
-
-
38
54
-
15
-
131
24
532
70
537
-
5
13
117
Overall, there are four TV channels: CTN, HMTV, MyTV, and PPCTV09 that had BMS
products advertised almost every month from September 2013 to September 2014. Among
those, CTN, PPCTV09 and HMTV are the top 3 channels that account for about 70% of total
minutes advertising on TV for this 1 year period. The Figure also depicts that the highest
number of minutes for BMS advertisement is at HMTV in September 2013 while another
peak is at PPCTV09 in December 2013.
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Figure 3: Number of minutes CPCF advertisements shown on TV for each station
by month
CTN
17
16
MyTV
18
PPCTV09
18
18
16
15
17
18
18
17
12
9
9
8
4
2
1
For CPCF, from September 2013 to September 2014, there were three TV channels that had
CPCF advertisements. Only PPCTV09 gained the advertisement for subsequent 12 months
from October 2013 to September 2014. It is approximately 80% of the total amount of
minutes that this channel had the advertisement of CPCF. Additionally, October 2013 is
seen as the peak period of CPCF advertisement comparing to other months.
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Figure 4: Total number of minutes for BMS and CPCF advertisements (12
months-Sep 2013-Sep 2014) by all stations
2693
2464
229
Total
BMS
CPCF
Overall, there are 2693 minutes of BMS and CPCF advertisements on all TV stations. About
90% of the total duration of advertisement is BMS advertisement while only around 10% of
total duration is CPCF’s. It clearly shows that BMS is the most active in the market from
September 2013 to September 2014.
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Figure 5: Number of minutes for BMS brands by station (for 12 months-Sep
2013- Sep 2014)
Product
Brand
Bayo
n
CN
C
-
Dugro
-
Dutch Lady
Fabimilk
Lactogen
Lai Lac
NA( From
Dumex)
14
8
97
-
12
PediaSure
-
-
Physiolac
Similac
1
-
Total
23
22
13
1
CT
N
21
5
1
63
10
0
14
6
68
82
67
3
HMT
V
MyTV
PPCTV0
9
PPCTV1
0
Sea
TV
TV7
TV9
164
1
-
-
-
-
-
6
57
8
47
-
-
-
5
-
-
117
120
29
87
89
-
86
-
31
-
105
-
-
-
-
100
47
66
43
116
229
88
-
-
-
-
532
185
537
177
5
86
117
Among all BMS brand advertisement, it is clearly shown that brand advertisement from
Dumex, Physiolac and Similac were the active brands for TVC during this 1 year. These
three brands accounted for about 70% of the total minutes.
It is interesting to see that CTN is the most popular TV station that all BMS brands had
advertisements on, followed by PPCTV09 and HMTV. It is also noticed that the numbers of
advertisements for BMS brands on HMTV were more than that of PPCTV09 even as overall,
the total durations for BMS brands’ advertisement on PPCTV09 was more than HMTV’s.
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Figure 6: Total number of minutes for all stations by BMS brands (For 12
months-Sep 2013- Sep 2014)
2464
522
379
25
57
281
229
110
460
401
Advertisement from Dumex (NA and Dugro) is the leading advertisement in terms of
number of minutes followed by Physiolac and Similac. The total amount of minutes of
advertisement from Dumex is about 37% of the BMS brands’ advertisement. It also shows
that Dutch Lady has the least duration of advertisement among BMS brands.
Figure 7: Number of minutes for CPCF brands by station (for 12 months-Sep
2013- Sep 2014)
TV Channel
CTN
MyTV
PPCTV09
Bor Bor Rung Roeung
13
-
-
Saint amand
-
-
187
Cerelac
Total
9
21
22
21
-
187
Different from BMS, CPCF had only 3 brands, namely Bor Bor Rung Roeung, Cerelac and
Saint amand that did the advertisement on only three TV channels. It shows that Saint
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amand had only one advertisement on PPCT09 but had the highest duration of
advertisement.
Figure 8: Total number of minutes for all stations by CPCF brands (for 12
months-Sep 2013- Sep 2014)
229
187
13
Total
Bor Bor Rung Roeung
29
Cerelac
Saint amand
In total, there were 229 minutes for CPCF advertisement. Saint amand had the highest
number of minutes among other CPCF brands. It also demonstrates that Bor Bor Rung
Roeung had the least duration of advertisement.
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Figure 9: Frequency of advertisement (BMS & CPCF) by Manufacturer/Sub brand
(For 12 months-Sep 2013- Sep 2014)
Product
BMS
CPCF
Type of
Product
NA
Growing up
Growing up
Growing up
Manufacturer
Brand
Dumex
NA
Dumex
Dugro
Abbott
Similac
Abbott
PediaSure
Biofoodnutrition
Growing up
Fabimilk
SE
Growing up
Nestlé
Lactogen
Growing up
NutriBio
Lai Lac
Gilbert
Growing up
Physiolac
Laboratories
Friesland
Growing up
Dutch Lady
Company
Total
Cereal/Porridge
Nestlé
Cerelac
Bor Bor
Cereal/Porridge
PPM
Rung
Roeung
Natural Mineral
Saint
Saint Amand
Water
amand
Total
Sub-brand
NA
Gold
Gain Plus
Complete
NA
Toddler
NA
Growing
up
5X - HDA
# Advertising
Spots
317
757
1048
974
157
281
458
919
50
NA
4961
115
NA
670
NA
27
812
Within this 1 year, there were 4961 advertisements for BMS product, about 6 times more than the
number of CPCF advertisements. Among those, 94% of BMS advertisement times were
about Growing up product. Abbott Company had the highest number of frequency of its
product advertisement which was totally about 2022 times for both Gain Plus and
Complete. For CPCF, Saint Amand stood out in terms of frequency of advertisement on TV
for its product followed by Nestle and PPM.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 10: Frequency and number of minutes of BMS advertisement by TVC (For
12 months-Sep 2013- Sep 2014)
Brand
Name
Dugro
NA (from
Dumex)
Dutch
Lady
Fabimilk
Lactogen
Lai Lac
PediaSure
Similac
Physiolac
Subbrand
Gold
TVC Name
Dumex Dugro Gold Milk (Boy & Girl) 30"
Dumex Milk (Information from Company
II) 110"
Dumex Milk (Information from Company)
NA (from 120"
Dumex)
Dumex Milk (Interview, Man) 90"
Dumex Milk (Interview, Woman) 90"
Dumex Milk (Interview) 90"
5X - HDA
Dutch Lady Powder Milk (Family) 30"
Fabimilk Powder Milk (Niroth & Son, Edit
Down) 16''
NA
Fabimilk Powder Milk (Niroth & Son) 32''
Lactogen Powder Milk (Mom & Son, Edit
Toddler Down) 15"
Lactogen Powder Milk (Mom & Son) 30"
NA
Lailac Powder Milk (Kids) 30''
Pedia Sure Complete (Mum & Child, Edit
Complete Down) 15"
Pedia Sure Complete (Mum & Child) 36"
Similac Gain (Abbott Kid's Champion) 50"
Similac Gain (Mum & Daughther, Edit
Gain Plus Down) 15"
Similac Gain (Mum & Daughther) 30"
Growing
Physiolac Powder Milk (Family) 30"
up
Total
# Ad
Spot
757
#
minute
379
34
68
89
163
20
25
149
30
38
224
100
27
50
57
123
25
30
31
158
458
79
229
108
105
65
87
866
217
631
158
919
460
312
4961
156
2464
Figure 10 shows that most of TVCs were the same but used many times by companies to
advertise its products and some TVCs just reduced the length to increase the number of
advertisements. Dumex stayed still for the duration of 30 seconds advertisement for Dugro
Gold containing 379 minutes of total advertisement but long advertisement was used for
the content of company information and the quality of products in general. This accounted
for about 20% of total advertisement duration of BMS products for the whole year.
The total amount of minutes for BMS advertisement was 2464 minutes within this 1 year.
Among those, there were three companies which had high shares of minutes for
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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advertisement. Dumex in overall took about 37% of total minutes followed by Abbott about
28% and Gilbert Laboratories about 19%.
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Figure 11: Frequency and number of minutes of CPCF advertisement by TVC (For
12 months-Sep 2013- Sep 2014)
Brand Name
Bor Bor Rung
Roeung
Cerelac
Saint amand
Subbrand
TVC Name
NA
Rongreoung Porrige (Cartoon) 15"
NA
Nestlé Cerelac (New Animation) 30"
Saint Amand Water (Train, Tag On)
17"
NA
Rongreoung Porrige (Cartoon) 30"
Nestlé Cerelac (Mum & Son) 15"
Saint Amand Water (Train) 15"
Total
# Ad
Spot
#
minute
1
-
26
13
585
166
812
229
114
1
85
29
1
21
As noticed, CPCF products prefer short length advertisement between 15-30 seconds.
Mostly, they also used one TVC within different length of advertisement to capture the
market attention. With a number of 812 spots, the total duration of advertisement was 229
minutes. Again, Saint Amand took the large share not only in terms of frequency but also
the duration (187 minutes) of advertisement for CPCF.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 12: Number of BMS Advertisements in Each Duration by Timeslot over 12
Months
Advertisement Duration in Seconds for BMS
15-20
2819
30-40
50-60
90-100
Numbers of Advertisements in Each Duration for BMS over
12 Months
1720
194123
105
Total
701
468
47 86 34
10:01 - 16:00
988
829
58 70 59
16:01 - 20:00
578
326
38 22
20:01 - 24:00
Timeslots of advertisement
552
97
8
5:01-10:00
Among all timeslots, 16:01-20:00 was the most popular time for BMS advertisement in
these 12 months. The length of 30-40 seconds was also indicated as the most popular
duration of advertisement for all timeslots.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 13: Number of CPCF Advertisements in Each Duration by Timeslot over 12
Months
Advertisement Duration in Seconds for
CPCF
15-20
30-40
785
Numbers of Advertisements in Each Duration for CPCF
over 12 Months
417
27
Total
363
26
10:01 - 16:00
5
16:01 - 20:00
1
20:01 - 24:00
Timeslots of advertisement
Different from BMS, CPCF advertisement was mostly between 15-20 seconds which was
even shorter than that of BMS and the preferable timeslots were 10:01-16:00 and 20:0124:00.
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Figure 14: Total Number of BMS Advertisements (Regardless of length) over 12
Months by time slots
4961
1336
Total
2004
964
10:01 - 16:00 16:01 - 20:00 20:01 - 24:00
Timeslot/interval for advertisement
657
05:01-10:00
Regardless of the length of advertisement, the time interval of 16:01-20:00 still has the
highest number of BMS advertisement accounting for about 40% of the total number of
advertisements followed by 10:01-16:00 (27%), 20:01-24:00 (19%), and the less attractive
time interval, 05:01-10:00 (13%).
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 15: Total Number of CPCF Advertisements (Regardless of length) over 12
Months by time slots
812
443
Total
10:01 - 16:00
364
5
16:01 - 20:00
20:01 - 24:00
About 55% of total number of advertisement (regardless length of advertisement) was put
at 10:01-16:00 time interval that made it become the leading timeslot within these 12
months for CPCF advertisement followed by 20:01-24:00.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 16: Number of minutes for BMS brand by Manufacturer/Sub-brand (For
12 months, Sep 2013- Sep 2014)
BMS
Manufacturer
Brand name
Sub brand
Abbott
PediaSure
Similac
Complete
Gain Plus
Age
Introduction
1 - 9 years
1-3 years
Dumex
Dugro
NA
Gold
NA
1-3 years
NA
379
522
1-3 years
460
Biofoodnutrition
SE
Friesland
Company
Gilbert
Laboratories
Nestlé
NutriBio
Fabimilk
Dutch Lady
Physiolac
Lactogen
Lai Lac
NA
1-3 years
5X - HDA
1 year and above
Toddler
NA
1-3 years
1-3 years
Growing up
Minutes
281
401
57
25
110
229
There were three leading companies which had about 93% of total minutes for BMS
advertisement from September 2013 to September 2014: Dumex, Abbot and Gilbert
Laboratories. Dumex accounts for 37% of total minutes followed by Abbott with 28%, and
Gilbert Laboratories with 19%.
Abbott had advertisements for two types of products called PediaSure Complete and
Similac Gain Plus which were the main focus of Abbott for children age 1-9 years old and 13 years old respectively.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 17: Number of minutes for CPCF brand by Manufacturer/Sub-brand (For
12 months-Sep 2013- Sep 2014)
Manufacturer
Brand name
Nestlé
Cerelac
Saint amand
PPM
Saint Amand
Bor Bor Rung
Roeung
CPCF
Sub
brand
Age introduction
Minutes
NA
from 6 months
onward
29
NA
NA
187
NA
6 - 24 months
13
In total, there were about 229 minutes for CPCF advertisement for one year from
September 2013 to September 2014. Nestle focused mainly on Cerelac for children aged
from 6 months onward with 13% of total minutes while PPM did the advertisement for Bor
Bor Rung Roeung for children aged 6-24 months. The largest share about 82% was taken
by Saint Amand.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 19: Number of minutes for BMS brand by TV Channel (For 12 months-Sep
2013- Sep 2014)
Dugro
Dutch Lady
Lactogen
PediaSure
Lai Lac
673
82
68
146
23
1
8
14
131
22
12
97
Fabimilk
100
63
1
215
NA (From Dumex)
Physiolac
537
532
47
100
31
120
8
57
6
164
Similac
229
185
43
66
29
47
1
116
105
87
177
88
89
5
5
86
86
117
117
Figure 19 shows that all BMS brands preferred CTN, HMTV and PPCTV09 to advertise their
products from September 2013 to September 2014.
NA (from Dumex) which talked about company information and product quality was on
about 7 TV channels except Bayon, Sea TV, and TV9. The popular TV channels for NA (from
Dumex) were CTN, HMTV and PPCTV09.
Physiolac was seen to have the highest minutes at PPCTV09 followed by HMTV and
PPCTV10.
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Figure 20: Number of minutes for CPCF brand by TV Channel (For 12 months-Sep
2013- Sep 2014)
Bor Bor Rung Roeung
Cerelac
Saint amand
187
9
13
CTN
21
MyTV
PPCTV09
Figure 20 shows that Saint Amand advertised its product mainly only on PPCTV09 while
Bor Bor Rung Roeung was seen only on CTN. However, Cerelac did advertisement on
different two channels differently namely MyTV about 70% of its total advertisement while
other 30% was put on CTN.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Figure 21: Number of minutes for BMS brand by all (n=10) TV Channels (For 12
months-Sep 2013- Sep 2014)
2464
379
57
25
110
229
522
281
460
401
Considering all TV channels, the top brands of BMS advertisement in terms of minutes
within these 12 months are NA (from Dumex) which accounted for almost 21% then
Physiolac with 19%, Similac with 16% and Dugro (from Dumex) with 15%.
Figure 22: Number of minutes for CPCF brand by all TV Channels (For 12 monthsSep 2013- Sep 2014)
229
Total
187
13
Bor Bor Rung
Roeung
29
Cerelac
Saint amand
Saint Amand’s share was about 14 times more than Bor Bor Rung Roeung and about 6
times more than that of Cerelac.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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04-B. COVERAGE OF BMS/CPCF ADVERTISEMENT-PERCENTAGE
OF ALL MINUTES FOR ADVERTISEMENTS
Figure 23: % of total minutes for BMS advertisements (Comparing with all TVCs on
(n= 10) TV channels having BMS advertisement 12 months)
Total Minutes: Sep-13=28,231 mn, Oct-13=23,616mn, Nov-13=19,382mn, Dec-13=25,337mn, Jan-14=20303mn,
Feb-14=19,052mn, Mar-14= 20819mn, Apr-14=24751mn, May-14= 25643mn, Jun-14=25559mn, Jul14=22252mn, Aug-14=22595mn, Sep-14=21575mn, Total: 299113 mn
Other TVCs
BMS
0.8% 1.0% 1.4% 0.6% 1.2% 0.6% 0.6% 0.8% 0.6% 0.9% 0.6% 0.6% 0.8% 0.7%
99.2% 99.0% 98.6% 99.4% 98.8% 99.4% 99.4% 99.2% 99.4% 99.1% 99.4% 99.4% 99.2% 99.3%
Top 5 Categories of Other TVCs in Total
TVCs Category
Percentage
Beverage
33%
Telecommunication
13%
Professional services
7.4%
7%
Health
Personal Care
7%
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In total, there is about 1 minute for BMS in 100 minutes of all TVCs. The shares of BMS
advertisement were more than 1% in September, October and December 2013 while there
were more than 99% of other TVCs for the rest of the months for this one year.
It also clearly shows that, among those other TVCs, the top advertisement was for Beverage
category (Alcoholic and non-alcoholic beverages) followed by telecommunication
(Equipment supplies and Service providers), and professional services.
Figure 24: % of total minutes for BMS advertisements on Top 3 Channels
(Comparing with all TVCs on Top 3 TV channels having BMS advertisement 12
months)
Total Minutes CTN: 32,293 mn, HMTV: 42,886 mn, PPCTV09: 10,883mn
Top 3 Channels with BMS Ads in
Total
Other TVCs
1.0%
99.0%
CTN
0.5%
99.5%
HMTV
BMS
2.2%
97.8%
PPCTV09
Top 5 Categories of Other TVCs in
Total
Top Categories for CTN
%
32%
Beverage
20%
Telecommunication
9%
Professional services
8%
Health
7%
Personal Care
Top Categories for HMTV
Beverage
Health
Personal Care
Telecommunication
Professional Services
%
32%
8%
7%
7%
6%
Top Categories for PPCTV09
Beverage
Telecommunication
Personal Care
Health
Professional Services
%
29%
15%
11%
10%
7%
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Among top 3 channels with BMS advertisements, it clearly shows that there was a small
percentage of BMS comparing with other TVCs within these 12 months. HMTV had less
than 1% with BMS advertisement while CTN had only 1% of BMS advertisement. PPCTV09
gained more accounting about 2% of BMS advertisement comparing with the total
advertisements.
Among other TVCs in these three channels, Beverage Category shows the highest rate
which was about 32% at CNT and HMTV, and 29% at PPCTV09.
Figure 25: % of total minutes for CPCF advertisements (Comparing with all TVCs
on (n= 3) TV channels having CPCF advertisement with 12 months)
Total Minutes: Sep-13=9,068 mn, Oct-13=11,490mn, Nov-13=7,394mn, Dec-13=8,101mn, Jan-14=1,645mn,
Feb-14=1,801mn, Mar-14=1916mn, Apr-14=1957mn, May-14=2126mn, Jun-14=1918mn, Jul-14=1940mn,
Aug-14=2020mn, Sep-14=1909mn, Total: 53,284 mn
Other TVCs
CPCF
0.4% 0.1% 0.3% 0.3% 0.2% 1.1% 0.9% 0.9% 0.0% 0.8% 0.9% 0.9% 0.9% 0.9%
99.6% 99.9% 99.7% 99.7% 99.8% 98.9% 99.1% 99.1%100.0%99.2% 99.1% 99.1% 99.1% 99.1%
Top 5 Categories of Other TVCs in Total
%
Beverage
28%
Telecommunication
18%
10%
9%
9%
Personal Care
Professional Services
Health
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For CPCF comparing with all TVCs having CPCF advertisement from September 2013 to
September 2014, there was only 0.4% share of voice as overall. There was only one month
that CPCF share reached more than 1% which was in January 2014 while other months the
share of voice for CPCF was very low.
In total, Beverage, Telecommunication and Personal Care were the top three categories
among other TVCs.
Figure 26: % of total minutes for BMS advertisements by month with BMS brand
(Comparing with all TVCs on (n= 10) TV channels having BMS advertisement
with 12 months)
Total Minutes: Sep-13=28,231 mn, Oct-13=23,616mn, Nov-13=19,382mn, Dec-13=25,337mn, Jan-14=20303mn,
Feb-14=19,052mn, Mar-14= 20819mn, Apr-14=24751mn, May-14= 25643mn, Jun-14=25559mn, Jul14=22252mn, Aug-14=22595mn, Sep-14=21575mn, Total: 299,113 mn
Dugro
Lactogen
PediaSure
Dutch Lady
Lai Lac
Physiolac
Fabimilk
NA (From Dumex)
Similac
0.1%
0.2%
0.1%
0.8%
0.1%
0.1%
1.2%
0.4%
0.1%
0.1%
0.1%
0.8%
0.1%
0.1%
0.2%
0.1%
0.2%
0.3%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.2%
0.3%
0.1%
0.1%
0.1%
0.2%
0.1%
0.1%
0.2%
0.1%
0.2%
0.1%
0.2%
0.1%
0.2%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.2%
0.3%
0.1%
0.1%
0.1%
0.2%
0.2%
0.3%
0.1%
0.1%
0.1%
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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Compared with other TVCs, there was very small percentage of share for BMS brand. Most
of them were less than 1%. Only NA (from Dumex) shared more than 1% in October 2013
while Physiolac had the highest percentage of 0.8% in December 2013.
Figure 27: % of total minutes for CPCF advertisements by month with CPCF
brand (Comparing with all TVCs on (n=3) TV channels having CPCF
advertisement with 12 months)
Total Minutes: Sep-13=9,068 mn, Oct-13=11,490mn, Nov-13=7,394mn, Dec-13=8,101mn, Jan-14=1,645mn,
Feb-14=1,801mn, Mar-14=1916mn, Apr-14=1957mn, May-14=2126mn, Jun-14=1918mn, Jul-14=1940mn,
Aug-14=2020mn, Sep-14=1909mn, Total: 53,284 mn
Bor Bor Rung Roeung
1.1%
0.1% 0.2%
Cerelac
0.9% 0.9%
Saint amand
0.8% 0.9% 0.9% 0.9% 0.9%
0.1% 0.1% 0.1% 0.2%
Similar to BMS, CPCF had very low rate of share comparing with other TVCs within these
12 months. Only Saint Amand increased its advertisement from October 2013 from 0.1% to
about 1.1% in January 2014 and decreased to less than 1% from February 2014 onward.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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04-C. COVERAGE OF BMS/CPCF ADVERTISEMENT-PERCENTAGE
ON TV CHANNELS WITH ADVERTISEMENTS FOR BMS OR CPCF
Figure 28: % of BMS advertisements by TV Channels (at least 5 advertisements
monthly)
Sep-13=287, Oct-13=327, Nov-13=290, Dec-13=656, Jan-14=255, Feb-14=266, Mar-14= 408, Apr-14=391,
May-14= 567, Jun-14=420, Jul-14=341, Aug-14=367, Sep-14=377, Total: 4952
Bayon
16%
3%
13%
39%
23%
2%
3%
CNC
18%
28%
6%
29%
19%
18%
30%
34%
14%
4%
CTN
19%
34%
4%
20%
23%
1%
HMTV
23%
5%
25%
42%
5%
MyTV
5%
36%
7%
15%
36%
PPCTV09
14%
14%
11%
11%
20%
19%
36%
22%
13%
31%
10%
PPCTV10
8%
15%
13%
15%
33%
16%
Sea TV
22%
12%
8%
37%
20%
26%
11%
23%
32%
8%
TV7
8%
23%
12%
23%
34%
From September 2013 to September 2014, totally there were 10 channels that advertised
BMS products. Among them, CTN, HMTV, and PPCTV09 were the top channels (with the
most TV commercials and that had advertisement of BMS every month). CTN increased
BMS advertisement across the months by getting the highest percentage of 42% in January
2014 while HMTV gained the top share in September with 39% of BMS advertisement but
the advertisement started to decrease gradually from that to September 2014. It also
shows that PPCTV09 had notably increased the advertisement within 6 months (Sep 2013-
Feb 2014) and started to decrease from March to August 2014. In September 2014,
PPCTV09 gained the highest rate of 42% in September 2014.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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TV9
7%
42%
8%
16%
27%
Figure 29: % of CPCF advertisements by TV Channels (at least 5 advertisements
monthly)
Sep-13=52, Oct-13=132, Nov-13=76, Dec-13=61, Jan-14=62, Feb-14=56, Mar-14=62, Apr 2014=0, May 14=62, Jun 14=
60, Jul 14=62, Aug 14= 62, Sep 14=60, Total=807
CTN
69%
31%
45%
35%
80%
MyTV
100% 100% 100% 100%
PPCTV09
100% 100% 100% 100% 100%
20% 20%
For CPCF products, there are only three TV stations- CTN, MyTV and PPCTV09 that
advertised the products. MyTV took large advertisement share which was around 70%
while CTN's was about 30% in September 2013. Then they reduced the share dramatically
until no advertisement at all from December 2013. Notably, it shows that there was only
PPCTV09 that CPCF increased its advertisement considerably from October 2013 to
September 2014.
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04-D: SPENDING-TV EXPENDITURE ON BMS/CPCF ADVERTISEMENT
Figure 30: Total Monthly Expenditure (USD) on BMS/CPCF Advertisement (12
moths)
Total
66929
64339
59056
56971
63197
46536
7873
25234
21975
10435
3259
40579
38187
57629
57032
39984 37648
1142
595
BMS
539
CPCF
70216
69619
41668
41649
597
19
48832
46921
48235
46343
39378
38443
38800
37846
597
578
597
597
Within 1 year, the graph explicitly demonstrates that CPCF products advertisement had
been reduced gradually from September 2013 to February 2014 and it was almost stable
from March to September 2014 while BMS spending fluctuated. The graph shows BMS had
the high expenses in September 2013, December 2013, March 2014, and May 2014 which
totally accounts for about 40% of the total expense for these 12 months. Remarkably,
September 2013 was the most active month of total expenditure for BMS and CPCF
advertisement. In that month both BMS and CPCF spent about 67,000 USD on advertising
their products. Of those, 88% belonged to BMS advertisement expenditure while CPCF had
just about 12% of the total share of voice.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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578
Figure 31: Share of Voice on BMS/CPCF
Sep-13=$66,929, Oct-13=$56,971, Nov-13=$25234, Dec-13=$64,339mn,
BMS CPCF Jan-14=$40,579, Feb-14=$38,187, Mar14=$57629, Apr-14=$41668, May-14=$70216, Jun-14=$46921, Jul-14=$38443, Aug-14=$48832, Sep14=$39378Total=$635,326
4%
12% 18% 13%
2%
1%
1%
1%
0%
1%
1%
2%
1%
1%
98% 99% 99% 99% 100% 99% 99% 98% 99% 99%
96% 88%
82% 87%
As the graph shows BMS took a great share of voice comparing with CPCF advertisement.
As overall, it is 96% of BMS share of voice while CPCF has only about 4% of the total share
of voice within 12 months. Within this 1 year, only in October 2013, CPCF had the highest
rate of share which was about 20% while starting from December 2013 to September 2014
it was about 99% of share belonged to BMS.
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Figure 32: Share of Voice on BMS by TV Channel
Bayon
CNC
CTN
$900
$285
$2,555
$4,077
$1,600
$650
$23,246
$200
$936
$42,882
$1,058
$8,052
$11,189
$740
$790
PPCTV09
PPCTV10
Sea TV
TV7
TV9
$7,130
$626
$6,465
$8,810
$11,450
$3,096
$20,765 $13,362
$16,889
MyTV
$2,124
$3,204
$2,747
$240
$17,727
HMTV
$6,856
$666
$5,677
$360
$677
$4,080
$4,360
$1,553
$3,897
$910 $2,090
$2,573
$6,555 $7,290
$1,461
$654
$4,130
$3,361
$4,710 $1,150
$8,597 $1,933
$617
$2,758
$3,026
$2,921
$6,735
$3,600
$3,998 $41,547
$6,080
$31,213
$1,690
$28,050
$35,324
$31,935
$23,598
$3,120
$25,160 $29,828
$23,735
$6,996 $6,720
$1,935
In overall, CTN gained the largest share of voice among all TV channels that had BMS
advertisement, followed by HMTV which is about 60% and 17% of total expenditure
respectively. It also shows that CTN had a very large share of voice from December 2013 to
September 2014. Moreover, December 2013 is shown as the most active month of
advertisement expense (about 12%) for BMS followed by May 2014 (about 11%).
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Figure 33: Share of Voice on CPCF by TV Channel
CTN
$508
$1,300
$6,573
MyTV
PPCTV09
$1,560
$8,367
$559
$2,700
$602
$540
$595
$539
$597
$19
$597
$578
$597
$597
Similar to BMS case, CTN was also the leading channel for CPCF advertisement. CPCF
advertisement was very active in September and October 2013 accounting for more than
80% of total expense at this channel and dramatically reduced the amount of expense from
November 2013 to December 2013 and there was no advertisement at all of CPCF from
January 2014 to September 2014.
It’s also noticed that PPCTV09 had the CPCF
advertisement almost every month though it gained just as number two comparing with
other TV channels.
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$578
Figure 34: Total Monthly Spending on BMS Advertisement by Company
Sep-13
Oct-13
Apr-14
$ 215,542
$7,091
$22,169
$19,233
$12,198
$17,709
$7,523
$15,815
$8,500
$13,908
$11,420
May-14
$16,465
$18,379
$13,989
$13,563
$15,249
$14,675
$16,247
$23,981
$21,218
$6,347
$6,397
$8,757
$43,544
Jun-14
Dec-13
Jul-14
of
the
Aug-14
$ 86,461
$11,114
$3,327
$2,689
$12,030
$14,626
$29,399
$12,871
$ 8,694
$1,887
$3,267
$3,540
Among all companies, Dumex spent about
35%
Jan-14
Feb-14
Mar-14
$ 49,940
$ 51,351
Sep-14
$ 198,407
$23,140
$36,432
Nov-13
total
expense
on
BMS
$ 5,525
$4,130
advertisement which made it become the
$4,360
$1,935
$5,400
leading share of voice followed by Abbott
which had about 33% share of voice within
these 12 months. September and October
$12,366
on television commercials to gain the market
$10,410
Company were very passive and did only
$8,810
2013 were the months that Dumex spent a lot
share while Biofoodnutrition SE and Friesland
three months across this one year.
$1,690
$2,975
Friesland Company
$2,090
NutriBio
$3,152
$9,669
$9,041
$16,160
$3,918
Sep-14
Aug-14
Jul-14
Jun-14
May-14
Apr-14
Mar-14
Feb-14
Jan-14
Dec-13
Nov-13
Oct-13
Sep-13
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Figure 35: Total Monthly Spending on CPCF Advertisement by Company
$ 16,270
Sep-14
Aug-14
Jul-14
Jun-14
$8,397
May-14
Apr-14
$7,873
Nestlé
$ 6,366
$578
$ 4,770
$597
$540
$597
$2,700
$1,530
PPM
$539
$602
$559
$508
Saint Amand
Mar-14
Feb-14
Jan-14
Dec-13
Nov-13
Oct-13
Sep-13
Nestle is the biggest spender for CPCF’s. It spent about 60% of total expense of CPCF
products’ advertisement. However, this company did the advertisement activities only
during September and October 2013 while Saint Amand did advertisement almost every
month except September 2013. It also shows that among those companies, PPM had the
least spending on advertisement within this one year.
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Figure 36: Total Monthly Spending on BMS Advertisement by Company and Type of BMS
Manufacturer Type of product
Abbott
Biofoodnutrition SE
Friesland Company
Gilbert Laboratories Growing up
Nestlé
NutriBio
Dumex
Total- Growing Up
Dumex
NA
Total- NA (from Dumex)
Sep-13
Oct-13
$ 8,757 $ 6,397
$ 3,540 $ 3,267
$ 2,975
$
240 $
440
$ 15,512 $ 10,104
$ 43,544 $ 36,432
$ 43,544 $ 36,432
Nov-13
Dec-13
$ 6,347 $ 21,218
$ 1,887
$
860
$ 12,871 $ 29,399
$
870 $
300
$ 11,420
$ 21,975 $ 63,197
-
Jan-14
$ 23,981
$ 1,690
$
405
$ 13,908
$ 39,984
-
Feb-14
$ 23,140
$ 3,918
$ 2,090
$ 8,500
$ 37,648
-
Mar-14
$ 16,247
$ 16,160
$ 8,810
$ 15,815
$ 57,032
-
Apr-14
$ 14,675
$ 9,041
$ 10,410
$ 7,523
$ 41,649
-
May-14
$ 15,249
$ 14,626
$ 9,669
$ 12,366
$ 17,709
$ 69,619
-
Jun-14
$ 13,563
$ 12,030
$ 3,152
$ 5,400
$ 12,198
$ 46,343
-
Jul-14
Aug-14
Sep-14
$ 13,989 $ 18,379 $ 16,465
$ 2,689 $ 3,327 $ 11,114
$ 1,935 $ 4,360 $ 4,130
$ 19,233 $ 22,169 $ 7,091
$ 37,846 $ 48,235 $ 38,800
-
Almost every company competed on Growing up product types. Most of advertisement
spending was for this type of product across the months. Comparing with other months,
May 2014 saw the most spending for all companies. However, for Dumex Company, it
shows a lot of advertisement specifically related to the company information and brand
trust/communication rather than specific product types and the advertisement spent a lot
in September and October 2013 and did not have any amount of expense at all for this
purpose from November 2013 to September 2014.
Figure 37: Total Monthly Spending on CPCF Advertisement by Company and
Type of CPCF
Manufacturer Type of product Sep-13
Nestlé
PPM
Cereal/Porridge
Saint Amand
Natural Mineral
Total- Cereal/Porridge
Total- Natural Mineral
$
7,873 $
$
Oct-13
8,397
1,530 $
Nov-13
$ 7,873 $ 9,927 $ 2,700 $
-
$
$
508 $
508 $
Dec-13
2,700 $
540
559 $
559 $
540
602 $
602 $
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
-
-
-
-
-
-
-
-
-
-
595 $
595 $
-
539 $
539 $
-
597 $
597 $
-
19 $
19 $
-
597 $
597 $
-
578 $
578 $
-
597 $
597 $
-
597 $
597 $
There are two companies that competed on Cereal/Porridge product types namely Nestle
and PPM. Nestle was very aggressive on advertisement spending in September and October
which was $16,270 across 2 months. It also shows that Saint Amand focused mainly on
Natural Mineral product advertisement and the spending was almost stable from October
2013 to September 2014. However, in April 2014, the spending on advertisement for Saint
Amand was very little.
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-
578
578
Figure 38: Share of Voice on BMS Advertisement by Company and each Type of
BMS
(Base: Sep-13= $59,056; Oct 2013: $46,536; Nov 2013: $21,975, Dec 13: $63,197; Jan 2014: $39,984; Feb 2014:
$37,648; Mar-14=$57,032, Apr-14=$41,649, May-14=$69,619, Jun-14=$46,343, Jul-14=37,846, Aug-14=$48,235,
Sep-14=$38,800)
Abbott/Growing UP
Biofoodnutrition/Growing UP SE
Dumex-Gold/Growing UP
Dumex-NA
Gilbert Laboratories/Growing UP
4%
74%
5%
6%
15%
Sep-13
78%
1%
7%
14%
Oct-13
59%
9%
18%
47%
1%
29%
34%
Nov-13
Dec-13
Nestlé/Growing UP
35%
1%
4%
23%
6%
10%
60%
61%
Jan-14
Feb-14
28%
15%
28%
28%
Mar-14
18%
25%
22%
35%
Apr-14
Friesland Company/Growing UP
NutriBio/Growing UP
25%
18%
14%
21%
22%
May-14
26%
12%
7%
26%
29%
Jun-14
18%
51%
46%
5%
7%
9%
7%
37%
38%
42%
Jul-14
Aug-14
Sep-14
11%
29%
Dumex (NA) took 74% of market share in September and 78% in October 2013. The TVC
was mainly on general level about the quality and safety assurance by the company and the
opinion of clients (specifically mothers) regarding the product quality and trust.
Abbott Company is the only company that had share of voice across 12 months. It gradually
increased its share of voice from September 2013 until September 2014 with the largest
share in February 2014 (about 61%).
The graph also shows that in November and December 2013, Gilbert Laboratories did
spend a lot on Growing up advertisement which was about 60% of share in November and
50% in December 2013.
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Figure 39: Total Monthly Spending on CPCF Advertisement by Company and
Type of CPCF
(Base: Sep 13: $7873; Oct 2013: $10435; Nov 2013: $3259, Dec 13: $1142; Jan 2014: $595; Feb 2014: $539; Mar14=$597 Apr-14=$19, May-14=$597, Jun-14=$578, Jul-14=597, Aug-14=$597, Sep-14=$578)
Nestlé/Cereal/Porridge
5%
15%
100%
80%
17%
83%
PPM/Cereal/Porridge
Saint Amand/Natural Mineral Water
53%
100%
100%
100%
100%
100%
100%
100%
100%
100%
47%
In September 2013, only Nestle company did advertisement on Cereal/Porridge product
types. Then in October 2013 its share reduced to 80% of the share since there were two
more companies also focused on CPCF product market share. Saint Amand did
advertisement on only natural mineral water while PPM focused on the same product as
Nestle did. PPM continued to penetrate into the market by increasing its share of voice in
November to 83% while Nestle became very silent since that period.
Both Nestle and PPM had no activities at all in January and September 2014 while Saint
Amand stood out 100% for its share of voice within the last 9 months (January to
September 2014).
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Appendix 1. Definitions
Definitions of Breast Milk Substitutes (BMS): Infant formula, follow-up formula,
infant or follow-up formula for special dietary or medical purposes, and other milk or milklike products (in liquid or powdered form) marketed or otherwise represented as suitable
for feeding children younger than two years (e.g. growing-up milks, toddler milks and first
milks). Any other food that is fed to a child under 6 months of age also competes with
breastfeeding and thus is also considered a BMS during the data analyses.
Definition of complementary foods: Complementary foods are defined as any food
whether manufactured or locally prepared, suitable as a complement to breast milk or to
infant formula 7 after a child is six months of age, including both foods especially prepared
for the young child (porridges, etc) using home-recipes as well as commercially produced
complementary foods (such as fortified infant cereals). Commercially produced
complementary foods or beverages (CPCF) are products marketed for children younger
than two years of age (such as cereal/porridge, pureed food, snacks/finger food, etc.)
7
World Health Organization (WHO), 1981. International Code of Marketing of Breast-milk Substitutes. Geneva.
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Appendix 2. Advertisement Transcripts
BMS Advertisement Transcripts
Dumex Dugro Gold Milk (Boys & Girls) 30"
-
Dumex Dugro Gold Milk (Boys & Girls) 30sec 16-Oct-11 TVCTN
Kid’s voice: Once up on time, there were 3 small houses. Which one was the strongest? Not
the straw house. Not the wooden house. So, was it the stone house?
Woman’s voice: Yes, sure. Strong foundation could protect it well. If children’s immune
systems are strong, they can be safe from infectious diseases, and they are strong and grow
taller. From Dugro Gold 3. Yeah! Provide for the loved children strong health!
-
Dumex Dugro Gold Milk (Boys & Girls) 30sec 31-05-12
Kid’s voice: Which house is the strongest? Not the straw house. Not the wooden house. So,
was it the stone house?
Woman’s voice: Yes, sure. Strong foundation could protect it well. If children’s immune
systems are strong, they can be safe from infectious diseases, and they are strong and grow
taller. From Dugro Gold 3. Yeah! Provide for the loved children strong health!
VO: Let introduce new products: Dugro and Dukid contain DHA up to 6 times.
Dumex Milk (Information from Company) 120 sec 26-08-13 PPCTV09
VO: DKSH (Cambodia) Limited, Dumex office, would like to let all the customers know that
the recalling of potentially contaminated products is closed now. All Dumex products in the
markets are safe for consuming. Please listen to the confirmation from Mr. Kong Bo, Dumex
Cambodia’s General Manager.
Kong Bo: First of all, I would like to thank the Cambodian parents who have support Dumex
products for more than 18 years. Since recalling of the potentially contaminated products
as the prevention measure, Dumex team have worked carefully and cooperated with the
relevant authorities and all business partners—wholesalers and retailers—and all clinics
and hospitals. I would like to assure that all the recalled products have been tested again,
and no sign of contamination is found. Dumex is always near parents and young children.
Based on no-risk measure of Dumex, all Dumex products in the markets are safe. On behalf
of Dumex, I would like to profusely thank the relevant authorities, business partners, and
all parents, who continue to trust and support Dumex products.
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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VO: Should you have questions or concerns, please feel free to contact through the number:
012 222 160.
Dumex Milk (Information from Company II) 110sec 12-09-13 CTN
Female presenter: Hello. We would like to provide important news for you.
Mr. Kong Bo (General Manager Dumex- Cambodia): More than 18 years, Dumex always
provide the Cambodian parents high quality nutrient foods. A few weeks ago, Dumex
recalled some suspected products as a measure to prevent in advanced because Dumex has
never risked the Cambodian children’s health and safety. All the recalled products were
tested again by an independent laboratory. The result showed that they are safe for use. On
28th September, New Zealand’s Primary for Industries confirmed that all the products are
safe for use. I would like to share the information through our expert.
Expert: You would not take a risk with the health of your baby neither would we. So we
recalled all potentially affected Dumex products and tested them to see if any of the
products were tainted. I can confirm that no contamination was found. As our tests had
indicated, the recalled products had, in fact, been 100% safe. Because when it comes to the
safety we don’t take any risks.
Mr. Kong Bo (General Manager Dumex- Cambodia): We have improved safety assurance
with 5 steps: thorough testing, applying with the standard, focusing on health and hygiene
standard, reliability, being able to be checked and followed up. And, 3 commitments: More
control on the distributors, more commitment toward parents, and practice on the new
innovation for improving the sustainability of standard manufacturing. Finally, I would like
to thank Cambodian parents who continue to support Dumex products. Dumex is always
near the mothers to feed your children.
Dumex Milk (Interview man) 90 sec
Voice: Dumex would like to share the honest words from the bottom of our heart.
Man: I got the information from Fonterra that some Dumex products were suspected to be
contaminated. I was so worry because my child and thousands of other children in
Cambodia are using Dumex milk. At that time, I have arranged a meeting with my team, and
tried to find a way to collect the products back as soon as possible in order to protect the
users’ health.
Woman: As a mother and a staff in Dumex, I was so worry after receiving the information
about the potential of health harming to my child and my customers. I have had meetings
with regional management team until late at night. Sometimes, I felt lonely. When I arrived
home, everyone had been sleeping already.
Mother1: Although, Dumex has encountered the problem, I still trust Dumex milk. The
other companies have encountered such a problem, but they’ve never revealed the
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problem. In contrast, Dumex Company didn’t hide it because it wants to ensure its
customers are healthy.
Mother2: I still support Dumex. If the other companies have such a problem, they might not
have high responsible like recalling their products from around the world like this, and
they might not reveal the secret.
Voice: The honest words from the bottom of the hearts.
Dumex Milk (Interview, Woman) 90"
Voice: Dumex would like to share the honest words from the bottom of our heart.
Woman: During recalling the products, as a Legal Relation Officer, I received a lot of phone
calls from journalists. We welcome them because we want to provide information to
customers everywhere. What I can’t forget is my mom waited me until late at night, but it’s
what I can do for customers. We want to be reachable, and make sure we provide high
quality milk.
Mother1: My husband has called to the company. When asking them, they said nothing
serious. It’s just under company’s suspicion. I am happy because Dumex products are
suitable with my child. She is smart and grows well.
Mother2: I am happy when seeing the company is active in arranging the recalling. They’re
worry that their reputation will be damaged if the children who consume their milk get sick,
so they must show their responsibility. As I know the suspicion is not just for Dumex
products, but also the other brands. However, those companies didn’t show their
responsibility, unlike Dumex.
Father: I believe that Dumex has lost much, but gain trust on its responsibility on its
products.
Voice: The honest words from the bottom of the hearts.
Lactogen Baby Powder Milk (Mom & Son) 30sec
VO: What make mothers happy? Children are happy and their digestive systems work
well. That’s why I provide them Lactogen 3. Lactogen 3 has been improved better with L
comfortis, DHA, 23 types of vitamins and minerals, for growing and development.
Lactogen 3 for growing and happy children.
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Lactogen Baby Powder Milk (Mom & Son) 15sec
VO: Lactogen 3 has been improved better with L comfortis, DHA, 23 types of vitamins
and minerals, for growing and development.
Lactogen 3 for growing and happy children.
Physiolac Powder Milk (Family)
VO: What makes the kid so happy and healthy? Strong bones, getting rid of wastes well,
intelligence. All these can be received from Physiolac Milk Powder which is rich of fiber,
GOS and FOS, improving immune and digestive systems; calcium and vitamin D,
strengthening bones; Taurine and Choline, making kids smarter.
Physiolac is the original French product, distributed by Alliance Pharma Cambodge.
Similac Gain (Abbott Kid's Champion) 50sec
Text 1: This is the first time in Cambodia.
Text 2: Abbott Kid’s Champion Event
(Music and activities without voice)
Girl: Similac Gain IQ makes me smarter and stronger and ready for starting to go to school.
Yeah!
Mother 1: I am really happy today. I’ve learned about many important things of Similac
Milk Powder which helps for my child’s growing in her kindergarten school age.
Mother 2: My family really likes this Abbott Kid’s Champion Event. We’ll join in the event
next. Yeah!
VO:
Good mom provides only what is the best.
Similac is for the future of your children.
Similac Gain (Mum & Daughther, Edit Down) 15sec
VO: Similac Gain IQ and Gain IQ Kid are Palm Olein Oil free for helping to soften children’s
stool. It has Intelli-pro mixed with DHA and Lutein to support brain and eye growing. Good
mom provides only what is the best.
Similac is for the future of your children.
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Lailac Powder Milk (kids) 30sec
VO: Lailac imported from France. Lailac contains ALA, DHA, Taurine, ARA, LA, Choline, Iron,
which are useful for brain and nerve cell development. Lailac is the best for blood cell
development with B1, B2, B5, B6, B12, Beta Carotene, Vita A, Zinc, providing protective
system. Lailac contains Ca, D3, P, for supporting height growing of children.
Sodiaal is a leading company in France.
Pedia Sure Complete (Mum & Child) 36sec
Woman: Pedia Sure add Synbiotics mixed with 3 types of proteins. It’s rich of energy foods.
It’s been scientifically recognized and studied. It also contains enough nutrition for better
growing.
VO: Pedia Sure, the best solution for me and my children.
Dutch Lady Powder Milk (Family)
(Baby crying)
Boy: Wait!
VO:
Dutch Lady Milk Powder contains DHA five times more than before, and food
substances which help to nourish kids’ brain.
The product from Holland.
Fabimilk Powder Milk (Niroth & Son) 32sec
Woman: With trust, I still continue choosing Fabimilk milk powder for well development
and healthiness of my child. It has DHA and DRA to boost brain ability, Nucleotide to boost
immune system, Protein to ensure well development, FOS and GOS to maintain healthiness
of digesting system. Calcium and B3 vitamin support height growing.
VO: Fabimilk, good food, good health. Made and packed in Holland.
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CPCF Advertisement Transcripts
Nestlé Cerelac (Mum & Son) 15sec 01-03-13 CTN
VO: Nestle Cerelac provides main natural nutrients which are important for growing. And
BL Bifidus helps to protect digestive system well. You look after your children from the
outside and we look after your children from inside.
VO: Nestle Good Food, Good Life.
Nestlé Cerelac (New Animation) 30sec
VO: After six months old, children need important nutrients such as Carbohydrate, Protein,
Fat, Mineral, and Vitamin. However, their stomach is still small, so mothers should choose
Nestle Cerelac which contains nutrients of the 5 food groups for the growing of children.
Nestle Cerelac contains main nutrients from the 5 food groups for the children’s small
stomachs.
Rongreoung Porriage (Cartoon) 30sec
VO: One day, my child will go to school and then become a doctor.
Rabbit: The bright future of your children starts with the right nutrition. Rongreoung
Porridge is a quality additional food for better development. It’s a type of porridge powder
made from good local ingredients, which is rich of vitamins and minerals. One sachet is
enough for one day, and it can be made quickly.
VO: It’s only 500 riel for my child's health.
VO: Rongreoung Porridge, healthy children, happy family.
Saint Amand Water (Train, Tag On) 17sec
VO: Must choose what is good. Must be loyal to what we have. Must provide what is the
best for you. It’s only Saint Amand mineral water which is your best choice.
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