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

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