Ad messages should be kept simple and used repeatedly to communicate effectively with TV viewers in Myanmar, says a survey by Envirosell Thailand.
Sarinporn: TV is top medium in Myanmar
Managing director Sarinporn Jivanun said TV still dominates media consumption in the neighbouring country, with viewers averaging two hours a day.
A survey was conducted recently among 847 respondents in the three major cities of Yangon, Mandalay and Nay Pyi Taw.
The three cities have a combined population of 1 million and account for 70% of consumption in Myanmar.
Ms Sarinporn said residents still spend their leisure time watching TV at home for the most part.
They also gather in temples, tea shops and community centres to socialise.
However, more young adults nowadays meet and hang out in shopping malls, which are becoming increasingly common in these three commercially oriented cities.
First jobbers tend to be aged 24-35.
Of the respondents, 54% were female and 46% male. The average age was 35, while 70% were under 45 and 77% earned less than 6,000 baht a month.
To build brand awareness among target groups in Myanmar, TV commercials should air for longer than one minute.
But if they are shorter, they should be aired more frequently.
The message should be simple and straightforward.
Myanmar TV carries four main channels _ MRTV, MRTV-4 and Channel 7 are owned by Eleven Media Group, while Myawaddy TV is run by the country's military.
Channel 7 is the most popular among young adults, who have the highest purchasing power.
Its prime time runs from 7-10 pm, when it broadcasts Korean series, local soap operas, Chinese films and foreign variety shows.
Most Yangon residents are interested in new things, while people in Nay Pyi Taw maintain their traditional culture but are still open to new ideas.
Mandalay residents tend to be very conservative but can still adapt to new concepts, the survey found.
"Myanmar citizens accept modern lifestyles but fear rapid change, so marketers should seek just the right communication strategies for them," said Ms Sarinporn.