Adspend in Thailand surged some 24 per cent in the first six months
of this year, underlining the country's recovery from the financial
crisis of the late 1990s.
According to ACNielsen Media International, the total figure for the
period of January to June this year came to Bht20.5 billion (about
US$515 million), compared with Bht16.6 billion in the same period
in 1999.
Television attracted the lion's share of the advertising pie.
Spend in this medium jumped about Bht2 billion to Bht14.4 billion.
Newspapers and magazines were distant runners up to television; they
attracted Bht4.9 billion and Bht1.1 billion respectively in this year's
first six months.
At Bht1.3 billion, Unilever was the largest advertiser, while CDs,
videos and musical products were the biggest-spending category at Bht1.8
billion.
On television viewership, Channel Three proved to be the most
popular.
In the first three months of this year, it not only had the most popular
programme - a soccer show which attracted an estimated 9.4 million
viewers - it also had nine shows in the top 10 programmes list.
Meanwhile, magazines covering entertainment news did the best in the
local magazine market.
Entertainment magazines took the top three spots in the top 10 ranking,
with Khai Huaroh (PB) by far and away the most popular, with a
readership of more than 6.3 million, representing 12.8 per cent of the
market.
In the local daily newspaper section, Thai Rath was by far and away the
top-selling publication, with a 16.5 per cent share of the market.
In second place was Daily News (9.7 per cent share), and a distant third
with 2.3 per cent share was Khao Sod.
READERSHIP - TOP 10 DAILY NEWSPAPER
Mar 1999 - Feb 2000 (Age: 12+)
%
Thai Rath 16.5
Daily News 9.7
Khao Sod 2.3
Ma-Ti Chon 1.6
Skl.Star's Soccer 0.9
Siam Kee-La 0.8
Siam Rath 0.4
Loke Keela R'Wan 0.3
Naew Nah 0.3
Krungthep T'Kij 0.2
ADVERTISING EXPENDITURE JAN-JUNE 2000 (Btdollars '000)
2000 1999
TV 14,435,962 12,409,396
Newspaper 4,914,871 3,338,208
Magazine 1,168,637 863,576
Total 20,519,470 16,611,180
Note: Adex is an estimation based on published rate cards and no
discount has been taken into account.
TOP 10 TELEVISION PROGRAMMES
Jan-Mar 2000 (Age: 4+)
Programme Name Channel TVR '000
LB-Foot.Asian cup-2 CH3 17 9,451
Sa-Mee CH3 17 9,388
Khao Warn Hai Noo Pen Si-Lab CH3 17 9,278
Baan Saai Thong (Fri) CH3 16 9,073
Fontok Keemhoo Lhai Kon CH3 16 8,983
A-Rai Ma Pob Kan
Baan Saai Thong (Sat) CH3 16 8,931
Pohkaikae Maeplachon CH3 16 8,765
Baan Saai Thong (Sun) CH3 16 8,730
Mae Nark CH7 15 8,440
Shin Jang CH3 13 7,288
READERSHIP - TOP 10 MAGAZINES
March 1999 - February 2000 (Age: 12+)
Type '000 %
Khai Huaroh (PB) Entertainment 6,362 12.8
Khoosang Khoosom Entertainment 2,105 4.2
Dara Pharb Payon Entertainment 1,756 3.5
Kula Satri Women's 1,390 2.8
Kwan Ruean Women's 1,270 2.6
Star's Soccer Men's/Sport 1,049 2.1
Cheewit Jing Miscellaneous 843 1.7
Bahn Lae Suan Health/House 829 1.7
Motorcy Car/Stereo 810 1.6
Moh Chao Bahn Health/House 809 1.6
