Ad spending fell 42% last month
ADVERTISING expenditure last month fell 42.6 per cent to Bt6.11 billion from Bt10.65 billion in the same period last year, resulting in overall spending in the first 11 months dropping by around 12 per cent, according to media research giant Nielsen Thailand.
Neilsen’s study found that from January to November, advertising spending via all media channels was Bt98.31 billion, compared to Bt112.34 billion in the same period a year ago.
Major media outlets such as free-to-air TV channels via all platforms, radio stations, newspapers and magazines – which together account for more than 80 per cent of the industry – all witnessed a decline.
Paid commercials through free-TV channels on the analog terrestrial-TV system decreased by 18 per cent to Bt42.03 billion, while those aired via digital terrestrial TV dropped by almost 4 per cent to Bt18.65 billion.
Advertising expenditure at cable- and satellite-TV channels suffered the most, plunging 42.36 per cent to Bt3.22 billion during the 11-month period.
Newspaper advertising decreased by 20.11 per cent to Bt8.89 billion, magazine ads by 30.84 per cent to Bt2.7 billion, and radio ads by 7.13 per cent to Bt4.76 billion.
During the first 11 months, only advertising expenditure via cinemas, outdoor, transit, in-store and Internet media remained in positive territory.
Nielsen also found that major brands such as Coca-Cola, Toyota (pickups and passenger cars), Isuzu (pickups), Tesco-Lotus and Samsung (mobile phones) had cut their advertising budgets.
