Ad spending expected to rise 8%
Estimated advertising expenditures in the first three quarters of this year are expected to have increased 8 per cent to Bt87.4 billion from Bt80.9 billion in the same period last year, according to Nielsen Thailand.
However, ad spending via magazines continued to shrink, by 14 per cent to Bt3.78 billion from Bt4.39 billion.
Nielsen’s latest survey also found that ad spending through traditional mass media including television, radio, newspapers and outdoor displays saw single-digit growth. TV remained the largest medium that advertisers relied on at 58 per cent of total expenditures. From January to September, ad budgets via TV rose 3.63 per cent to Bt50.7 billion from Bt48.96 billion last year.
In the period, newspaper ad spending was up 2.14 per cent to Bt11.15 billion from Bt10.9 billion, radio adverts up 4.53 per cent to Bt4.66 billion from Bt4.46 billion, and outdoor advertising up 7.7 per cent to Bt3.44 billion from Bt3.19 billion.
Growth was in the double digits for ad spending via new media – cinemas, transit, in-store and the Internet. In-store spending was the fastest-growing, surging 77.53 per cent to Bt2.14 billion from Bt1.2 billion. Cinema adverts jumped 63.49 per cent to Bt8.94 billion from Bt5.47 billion, Internet advertising gained 20 per cent to Bt429 million from Bt355 million and transit media advanced 10 per cent to Bt2.15 billion from Bt1.95 billion.
Besides magazines, newspapers also suffered a drop in ad expenditures of 8.61 per cent from Bt1.3 billion to Bt1.18 billion.
The top advertisers were Unilever, Toyota Motor, Coca-Cola, Procter and Gamble, Total Access Communications (DTAC), Tri Petch Isuzu Sales, L’Oreal, Beierdorf, Nestle and Advanced Info Service.
