June sees glimmer of hope from renewed ad spending
July 16, 2014 00:00 By Watchiranont Thongtep
Although advertising expenditures in the first half of this year slid 9.4 per cent to Bt49.73 billion from Bt54.88 billion in the first six months of 2013, signs of recovery were detected last month, according to Nielsen (Thailand).
Key corporations and brands started dusting off their marketing plans because domestic problems subsided after the junta took over the country from the elected government.
Ad spending dropped by 10.7 per cent in June to Bt8.65 billion from Bt9.69 billion a year earlier and by 11.7 per cent in May.
Manee Eabe, managing director of Magna Global, a member of global agency IPG Mediabrands, said in a recent interview with The Nation that ad spending had bottomed out in May, while last month key clients began discussing their marketing and advertising plans.
According to Nielsen, telecom and food and beverage companies were among the top 10 advertisers last month.
Advanced Info Service spent Bt136 million, Happy Mobile Phone System Bt57.74 million, Coke soft drinks Bt122 million, Chang beer Bt101.9 million, Dumex powdered milk Bt72.9 million and Brand’s Essence of Chicken Bt61.4 million.
In the first half, only ad spending via transit media including the Skytrain and other public transport enjoyed growth of 2 per cent, to Bt1.74 billion from Bt1.70 billion.
Other media channels suffered.
TV declined 6.9 per cent to Bt31.83 billion from Bt34.2 billion, while newspapers faced a fall of 15.2 per cent to Bt6.1 billion. Radio was down 14.6 per cent to Bt2.56 billion, magazines down 17.6 per cent to Bt2.22 billion, cinema down 7.6 per cent to Bt2.08 billion, Internet down 4.6 per cent to Bt415 million and outdoor media down 4.1 per cent to Bt1.98 billion.
In-store media plunged the most – 40.5 per cent to Bt782 million.