Unmasking Budget 2020 with SPH

March 31, 2020

With the evolving Covid-19 situation worldwide, it is important for SPH to respond quickly and swiftly as both a credible news outlet and a reliable platform for advertisers despite limitations due to public health considerations.

In the case of Singapore Budget 2020, SPH successfully demonstrated its flexibility by switching gears in the execution of various campaigns.

Offline Budget 2020 events were successfully taken online while still engaging many different audiences. Not only did this serve advertisers, it also provided a viable platform for the public to get their voices heard.


As a precautionary measure, SPH made the decision to limit the number of attendees to the Lianhe Zaobao Singapore Budget 2020 Business Forum held on March 9.

Initially an event that was open to the public, it was turned into a closed-door event exclusively for invited guests to manage the situation safely and responsibly. Temperature screening and travel declarations were made mandatory for all guests.

To amplify Deputy Prime Minister Heng Swee Keat’s message beyond the on-ground attendees, the event was live-streamed on Zaobao.sg, and through Lianhe Zaobao’s official Facebook page.

Far exceeding expectations of traditional event attendance, the live-stream garnered an online viewership of over 50,000, with the video of the forum shared with more than 100,000 people.


Mr Heng also spoke at the ST-BT Budget Roundtable recorded in the SPH Studios on March 11 jointly organised by The Straits Times and The Business Times with OCBC Bank as the presenting sponsor.

The full video and highlights are carried on both The Straits Times and The Business Times websites, and covered in the print versions of the publications. Apart from the subscribers it reached in print, the digital coverage organically reached close to 70,000 impressions, with an average view duration of over 12 minutes.


Concurrently, SPH Radio stations – Money FM89.3, ONE FM 91.3 and UFM100.3 – reached PMEBs and Mandarin preferred audiences, through more personable styles via live interviews and discussions that kept listeners engaged. 

These specially-formulated Budget 2020 segments were helmed by our SPH Radio programme and content specialists.

These included a Facebook LIVE Budget discussion on MONEY FM89.3 with Minister in the Prime Minister’s Office and Second Minister for Finance & Education Indranee Rajah.

Digital listenership went up by 13% during this panel discussion, with over 20,000 views in total.

Ms Rajah also participated in an on-air interview regarding Budget 2020 with ONE FM 91.3 DJs Glenn Ong & The Flying Dutchman, which clearly resonated with our audience as evidenced on social media post-segment.

Similarly, UFM100.3 DJs Xiaozhu and Andrew hosted a Facebook LIVE Budget discussion with Senior Minister of State for Trade and Industry Koh Poh Koon. This was live-streamed and broadcast on SPHMBO digital screens at AMK Hub, and garnered more than 35,000 total views.

In total, the three campaigns generated over 60,000 views on social media.

Evolving and adapting

In these trying times, it is even more vital to be flexible; to evolve and adapt in order to rise to the occasion. 

While the strength of the SPH network lies in the content we produce across our products — from offline to online — how we are able to reach a wide range of audiences is also key, and the campaigns above showcase how SPH can accommodate effectively.