Jan-Feb advertising expenditure rises 3.7% to Bt16.4 billion
Advertising expenditure in the first two months of 2012 witnessed a year-on-year increase of almost 3.73 per cent to Bt16.4 billion from Bt15.89 billion, according to Nielsen research.
Only adverts via magazines and transit media faced declines, by 26.59 per cent to Bt602 million and 4.24 per cent to Bt361 million respectively from the same period last year.
Advertising through free-TV channels – BEC’s ThaiTV3, the Royal Thai Army’s TV5, BBTV’s Channel 7, MCOT’s Modernine TV, NBT and ThaiPBS – saw a 1.36-per-cent increase from Bt9.76 billion to Bt9.89 billion. Newspaper ads rose by 7.44 per cent from Bt2.32 billion to Bt2.16 billion. Cinema ads jumped by 33.04 per cent from Bt1.03 billion to Bt1.36 million. Radio advertising surged by 12.74 per cent from Bt793 million to Bt894 and outdoor ads grew by 2.31 per cent from Bt694 million to Bt710 million.
In-store and Internet ads also witnessed significant growth of about 30 per cent.
Nielsen’s survey found that TV retained its leading role with a 60.92-per-cent share of total advertising expenditure, ahead of newspapers, which had 14.5 per cent.
Since early this year, major consumer-product manufacturers have continued to cut spending on advertising. Uniliver (Thai) Holdings slashed its spending to Bt855 million from Bt922 million in the first two months of last year. Procter and Gamble (Thailand) cut expenditure from Bt430 million to Bt327 million. L’Oreal (Thailand) trimmed its ad budget for those two months from Bt338 million to Bt323 million. Osotspa sliced its from Bt217 million to Bt214 million.
Among the top 10 brands, Isuzu’s pickups saw the largest ad expenditure at Bt248 million, followed by Coca-Cola soft drinks, Happy mobile phones, Tesco Lotus, Siam Commercial Bank, Toyota passenger cars, TMB Bank, AIA Life Insurance, PTT Group and Chevrolet pickups.
