FMCG advertisers turning to TV, online, in-store media, survey finds
TV, ONLINE and in-store advertising media appear to be among the best ways for information about fast-moving consumer goods (FMCG) to reach their target consumers, according to Kantar Worldpanel Thailand.
“Despite facing an aggressive invasion of digital media, TV still dominates the market in terms of advertising spending, unlike newspapers and magazines, which appear to be big losers in this game,” Aitsanart Wuthithankul, new business development manager at the market-research house, said yesterday.
Referring to the latest study on advertising behaviour of FMCG buyers with a sample size of 4,000 across media platforms comprising 21 television channels, 25 Thai websites, Facebook, YouTube, 17 top newspapers and 25 magazines, Aitsanart said 87 per cent of all Thai households were watching TV daily.
However, people in rural areas tend to watch TV more than their urban peers. People upcountry spend three to four days a week watching TV while residents in Greater Bangkok tend to watch one to four days weekly.
On weekends, households are likely to spend more time watching TV, particularly in Greater Bangkok.
Although Channel 3 was popular in urban areas including Bangkok, in general Channel 7 was still the main channel for viewers as well as consumer-goods advertisers.
However, the penetration of the Internet among grocery shoppers is gaining momentum quickly.
Compared with 2013, FMCG shoppers that surfed the Internet on their smartphones, tablets or laptops has surged 13 per cent this year.
The hours spent on the Internet among this group also increased, mainly on Facebook.
Grocery shoppers tend to visit brands’ fan pages on Facebook to see advertisements about the brands and click on the e-commerce/online stores that sell them.
Among out-of-home media, in-store media appeared to be the most effective for advertising visibility both in Bangkok and the provinces.
Consumers concentrate more on products they want to buy when visiting stores, so in-store ads easily catch those buyers.
Another implication from this study is about the demographics of radio listeners.
Most of them are over 58 years old and live mainly in rural areas, so ad spending via this medium remained steady for the last couple years, Aitsanart said.
