THURSDAY, March 28, 2024
nationthailand

Advertising spending rises 21.4% in Jan-Feb

Advertising spending rises 21.4% in Jan-Feb

ADVERTISING expenditures in the first two months showed signs of a recovery, surging 21.4 per cent to Bt19.94 billion from Bt16.42 billion a year earlier, according to Nielsen (Thailand).

Digital terrestrial TV was still on the rise. Just 10 months after its launch, ad spending on the new medium reached Bt5.36 billion, or 26.9 per cent of the total for the industry. 
Nielsen (Thailand) categorised 21 of the 24 digital terrestrial TV channels as “digital TV” and excluded Channel 3HD, Channel 7HD and MCOT HD (Modernine TV) as they are simulcasts of analog terrestrial TV channels. 
Analog, cable and satellite TV operators appeared to be the losers. In the first two months, ad spending on analog Channels 3, 5 and 7, Modernine TV and NBT slid 7.9 per cent to Bt8.79 billion from Bt9.54 billion in the same period last year. 
Ad outlays through 56 leading cable and satellite TV channels plunged 60 per cent to Bt615 million from Bt1.54 billion in the same period last year. 
Radio, newspapers, magazines, cinema, outdoor media and in-store media continued going downhill. 
Advertising on radio fell by 2.9 per cent to Bt712 million, on newspapers by 3.0 per cent to Bt1.75 billion, on magazines by 18.1 per cent to Bt574 million, on cinemas by 1.1 per cent to Bt567 million, on outdoor media by 4.4 per cent to Bt653 million and on in-store media by 12.1 per cent to Bt181 million. 
However, last month saw a turnaround in advertising on radio, newspapers and outdoor media, besides transit media and the Internet. 
 
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