Ad spending inches up but print media keeps losing ground

Economy June 21, 2018 01:00

By THE NATION

2,045 Viewed

ADVERTISING spending edged up 2.73 per cent to Bt8.99 billion in May, but print media was hit by sharp declines in its share of the pie, a national survey by Nielsen has found.



Ad expenditure on magazines plunged 42.11 per cent year from May last year to about Bt99 million, and ad expenditure on newspapers dived 21.72 per cent to Bt483 million.

Advertising expenditure on cable and satellite televisions also declined significantly, by 18.05 per, cent year on year in May to Bt227 million, and ad expenditure on traditional media channels dropped 8.7 per cent to about Bt3.34 billion. According to the survey, ad expenditure on digital television networks surged 25.07 per cent to Bt2.39 billion from May 2016 , and ad expenditure on radio jumped 6.52 per cent to Bt392 million. 

Ad expenditure in cinemas jumped 26.26 per cent year on year to Btt750 million. Spending on ads placed in transit systems rose 24.01 per cent year to Bt501 million, while expenditure on in-store advertising increased 19.23 per cent year on year to Bt93 million.

Advertising expenditure on the Internet rose 2.61 per cent year on year in May to Bt157 million. Ad expenditure on outdoor media increased 7.14 per cent to Bt555 million.

Top 10 advertisers for the month were Unilever (Thai) Holdings (Bt349.96 million), TV Direct (Bt234.49 million), Procter & Gamble (Thailand) (Bt213.90 million), Toyota Motor Thailand (Bt156.07 million), Advance Info Service (Bt148.45 million), Coca-Cola (Thailand) (Bt105.46 million), L’Oreal (Thailand) (Bt104.71 million), Beiersdorf (Thailand) (Bt104.11 million), Tri Petch Isuzu Sales (Bt103.76 million), and Nestle (Thai) (Bt101.11 million).

Total ad expenditure in the first five months of this year reached Bt42.33 billion, down 4.23 per cent year on year compared to the same five-month period last year. Expenditure in magazines dropped 38.41 per cent for the five months to Bt534 million, while ad expenditure on newspapers declined 26.88 per cent from the same period in 2016 to Bt2.38 billion. Ad expenditure on cable and satellite televisions slumped 24.11 per cent year on year for the five months to Bt1.02 billion. Spending on traditional channels dropped 15.86 per cent year on year to Bt15.83 billion.

Ad expenditure in transit systems dropped 7.77 per cent year over the five months to Bt2.45 billion, and by 0.47 per cent year on year to Bt634 million for Internet. Spending for ads on digital television stations recorded the highest growth, 22.45 per cent year on year, in the first five months to Bt11.26 billion. Ad expenditure on radio increased 4.54 per cent to Bt1.84 billion for the period.

Spending on cinema advertising increased 16.99 per cent year for the five months to Bt3.17 billion, and up by 9.17 per cent year on year to Bt2.75 billion for outdoor placements.