Revised Nielsen ad data show stagnant growth
After Nielsen (Thailand) revised its database, advertising spending last month appeared to reflect the real situation in the industry amid the economic slowdown by showing stagnant growth of 0.3 per cent to Bt10.37 billion.
Ad spending via all media channels in the same month last year was Bt10.35 billion.
The change in the database followed discussions between the leading media research house and digital-TV broadcasters from April to August after they acknowledged that Nielsen’s survey results deviated from the market.
In the first seven months of this year, ad spending on digital channels surged 1,029 per cent from Bt1.92 billion to Bt21.67 billion.
In an earlier interview with Sinthu Peatrarut, managing director for media clients at the company, The Nation learned that Nielsen had been working with all broadcasters in the digital terrestrial TV business since April to fix the problem by providing more details about ad spending on their channels.
“The revised data for digital-TV ad spending will be based on the standard rate card provided by each digital-TV operator, in combination with the consent and acknowledgement of the clients and the industry,” he said.
After the adjustment, ad expenditures via terrestrial-based digital TV channels in August grew to Bt1.78 billion from Bt843 million last year, while ad spending from January to last month shot up to Bt81.82 billion from Bt75.70 billion in the same period last year.
Digital-TV ad spending nearly tripled
Digital-TV ad spending nearly tripled to 17.3 per cent of the industry from 6 per cent last year at the expense of analog and cable/satellite TV. In the first eight months, advertising via analog TV fell by 8.7 per cent to Bt39.15 billion, via cable/satellite TV by 23.8 per cent to Bt4 billion, via magazines by 12.5 per cent to Bt2.77 billion and via newspapers by 4.0 per cent to Bt8 billion.
However, advertising on radio, in cinemas, on outdoor and transit media and on the Internet continued to grow.
In the first eight months, advertising in the industry improved 8 per cent to Bt81.82 billion from Bt75.70 billion in the same period last year.
