Unilever's bigger spending fails to push overall figures
June 14, 2014 00:00 By The Nation
Unilever (Thai) Holdings remained the biggest advertising spender in the first five months of this year, despite the sluggish economic condition that pulled down the overall ad spending, according to Nielsen.
In the period, it spent Bt2.97 billion on advertising, an increase from Bt2.65 billion from the same period last year.
Toyota Motor Thailand, ranked No 2, also increased its advertising budget, from Bt926 million to Bt1.099 billion.
Other companies among the top five ad spenders raised their spending in the period – Beiersdorf (Thailand), Coca-Cola (Thailand) and Advanced Info Service.
In the top 10, three companies cut their spending in the period.
L’Oreal (Thailand), ranked sixth, cut its spending from Bt638 million to Bt567 million.
Total Access Communication (DTAC), ranked seventh, cut the spending from Bt521.8 million to Bt4834 million. Procter & Gamble (Thailand), ranked ninth, slashed the outlay from Bt773.8 million to Bt453.9 million.
In May, spending on adverts continued to plunge, dropping by 11.69 per cent year on year to only Bt8.68 billion.
The aggregate advertising spending in the first five months of this year showed a 9.2-per-cent drop from the same period last year, to only Bt41.03 billion.
In May, all segments witnessed a decline in spending compared with the same month last year. In-store adverts witnessed the steepest decline, 49.26 per cent, followed by magazines (27.81 per cent) and newspapers (16.22 per cent).
In the five-month period, only the transit category showed an increase, by 0.57 per cent, while others saw a drop. While in-store tops the loser list at 42.29 per cent, spending on magazine advertisements also dropped by 18.92 per cent.