FOCUS: THAILAND - Thailand waves goodbye to adspend blues with a 24% surge in first half

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

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com