Ad spending jumps nearly 4% in 2011 despite flood
Although local advertisers were hard hit by the recent flooding, ad spending last year increased almost 4 per cent to Bt104.6 billion from Bt101 billion in the previous year, according to Nielsen Research.
However, advertising on radio declined by 3.07 per cent from Bt6.1 billion to Bt5.9 billion and in newspapers by 2.95 per cent from Bt15 billion to Bt14.5 billion, while magazines saw spending stagnate at Bt5.7 billion.
Television remained the main medium with a 2.42-per-cent increase to Bt62.2 billion from Bt60.1 billion.
Out-of-home advertising enjoyed strong growth – 20 per cent to Bt7.22 billion for cinema, 10.9 per cent to Bt4.2 billion for outdoor, 18.9 per cent to Bt2.6 billion for transit and 46.3 per cent for in-store media.
Advertisers and marketers also turned to online advertising because of the high penetration of smart phones and improvement of third-generation broadband connectivity. The Internet witnessed a 62-per-cent jump to Bt470 million from Bt290 million last year.
Unilever (Thai) Holdings remained the largest spender on adverts with Bt5.87 billion, followed by Procter and Gamble (Thailand) with Bt2.85 billion, Toyota Motor Thailand with Bt2.12 billion, Nestle (Thai) with Bt1.77 billion and Beiersdorf (Thailand) with Bt1.76 billion.
However, advertising expenditures in December fell by 14 per cent across the board from last year. Television was down by 18.71 per cent to Bt4.33 billion, while radio dropped by 12.59 per cent to Bt486 million, newspapers by 3.72 per cent to Bt1.42 billion, magazines by 42 per cent to Bt312 million, cinemas by 9.78 per cent to Bt563 million and transit by 3.65 per cent to Bt211 million.
