TV operators, event organisers expect good start to next year
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Television broadcasters and event organisers expect to witness a strong start to 2012 after companies and advertisers begin pouring marketing budgets into the media and arranging events again next month, following the worst of the flooding crisis.
Surin Krittayaphongphun, vice president for marketing and sales at Bangkok Entertainment, the operator of ThaiTV3, yesterday said the company had received several enquiries from advertisers that had cancelled or postponed their planned ads earlier this month.
As a result of the cancellations and postponements, ThaiTV3 had expanded its November news programmes from 50 per cent of overall programming to 60 per cent.
Additionally, the flooding disrupted many television production houses that make drama and other shows for the channel. The news programme proportion will, therefore, remain at 60 per cent next month, he said.
“However, everything will return to normal in the first quarter, and it will be a strong beginning [to the year] for the advertising industry,” said Surin.
Kematat Paladesh, vice president for marketing at MCOT, the operator of Modernine TV, said the company plans to hike airtime rates for selected programmes by between 5 and 10 per cent next year, focusing on a marketing strategy aimed at increasing revenue.
This involves expanding prime-time slots; increasing self-produced shows from the current 38 per cent to 51 per cent next year; revamping non-prime-time programming; utilising its media network, comprising radio, TV and digital platforms; and organising events to support advertisers and companies.
Parames Rachjaibun, chairman emeritus of the Advertising Association of Thailand and CEO of Turnaround Focus, said that although companies were still tightening their belts and relocating budgets for advertising to corporate social responsibility activities after the floods recede, they had begun to launch new products and marketing events again.
In particular, shopping malls and product owners will focus on promotions to stimulate spending before the New Year festival, he said.
However, because of the flooding crisis, the advertising industry expects to witness year-on-year growth of just 5 to 6 per cent to Bt105 billion-Bt110 billion, instead of the 10-per-cent expansion previously projected for the year.
Parames added that in the first quarter of next year, companies would continue to invest in marketing promotion and events to drive sales. However, they will also be more cautious over advertising than in the past, because many still believe such a crisis could be repeated next year.
Kriangkrai Kanjanapokin, president of the Event Management Association, said events would be a key tactical strategy for companies bidding to boost sales.
From January to March, companies in the consumer products, automotive, furniture and home decoration sectors will therefore focus on organising marketing events to launch new products and promotions after their revenue during the current quarter was washed away by the floods, he said.
The “BoI Fair 2011”, which has been postponed to January 5-20, should prove to be a good pointer for overall event-business growth next year, he added.
