AD spending in positive territory
Advertising expenditure in the first four months maintained positive growth though spending via magazines saw a 14-per-cent drop to Bt1.56 billion from Bt2.12 billion in the same period last year, according to the recent Nielsen media survey.
The media agency reported that from January to April, ad spending via TV witnessed a 0.52-per-cent growth to Bt21.42 billion from Bt21.3 billion in the same period last year. Advertisers still give top priority to TV as a spending media with almost 60 per cent of total spending being channelled towards that media.
Meanwhile, advertising through newspapers – still ranked as No 2 in the industry – saw a 2.18-per-cent increase to Bt4.83 billion from Bt4.73 billion. Spending via cinema was at No 3 as a priority and saw a 41.2-per-cent surge to Bt3 billion from Bt2.12 billion.
Radio saw a 4.41-per-cent rise to Bt1.9 billion from Bt1.83 billion; outdoor media enjoyed a 4.32-per-cent increase to Bt1.47 billion from Bt1.41 billion; transit media witnessed a 1.75-per-cent growth to Bt814 million from Bt800 million; in-store media witnessed a 48-per-cent surge to Bt715 million from Bt482 million.
Though the size of ad spending via Internet remained limited, it enjoyed a 24.32-per-cent spurt year on year to Bt184 million from Bt148 million last year.
However, in April, the advertisers seemed to cut their budgets for the main media – TV, radio, newspapers and magazines. Advertising on TV fell by 3.15 per cent to Bt5.52 billion from Bt5.7 billion; radio saw a 6.55-per-cent drop to Bt485 million from Bt519 million; newspapers saw a 0.96-per-cent fall to Bt1.13 billion from Bt1.41 billion; and magazines dropped by 18.78 per cent to Bt398 million from Bt490 million.
Nielsen reported that in the first four months, Unilever (Thai) Holdings was ranked as the biggest ad spender with Bt2.14 billion, followed by Coca-Cola (Thailand), Toyota Motor Thailand, Procter and Gamble (Thailand), Total Access Communications, L’Oreal (Thailand), Beierdorf (Thailand), Tri Petch Isuzu Sales, Nestle (Thai) and Osotspa.
