Cat fight of the Giants

i believed most would have seen the recent tv commercials running on local channels emphasizing the higher TV viewerships fig. & the comparison against another local media giant.

So what sparked off the "Cat fight" of these 2 media giants?



A full page Ads in ST since 21 Oct indicating explicitly that "More people are reading SPH newspapers... and watching less TV" with highlights on itself and My Paper, Shin Min, BT; citing source from the 2008 Nielsen Media Index (NMI) survey.
Interestingly, TNP has been missed out.
And the reason is very simple.
Its readership has fallen.

And so, our Deputy CEO promptly send out "clarifications" on ST forum and Today.

And that also explain the TVC that u have been repeatedly seeing.

In actual fact, i personally think neither party are in the wrong.
It's just different in terms of measurements.
MediaCorp focus on absolute numbers (using people meter system provided by Taylor Nelson Sofries); while ST focus on reach - a more common media industry jargon.
So to put it simpler, the reach of free-to-air TV has dropped according to NMI survey, but their absolute numbers has increased year by year according to Taylor Nelson Sofries.
For SPH, their reach is higher as compared to last year but if you checked through our local Audit Bureau of Circulation, the circulation figures of most english newspaper has been dropping for the past years.

So i believed all these efforts are for keeping or increasing their media pie in today's shrinking marketing budget across most companies.
This act is crucial to the survivor of their company as advertising dollars is the main source of revenue for media companies.

p.s.: 1 of them provided for me monetarily, but i'm not siding either party.
due to the blockage