Industry waits to cash in on Thai election fever

<p>Thailand's advertising industry is expecting a major windfall from </p><p>general elections this November, after heavy spending during the Bangkok </p><p>governor elections in July. </p><p><BR><BR> </p><p>According to figures provided by ACNielsen Adquest to Mindshare, nine </p><p>candidates spent a total of 122 million baht (US$2.9 million) on </p><p>media promotion in July. </p><p><BR><BR> </p><p>The official legal spending limit was 21 million baht per candidate, but </p><p>ACNielsen-monitored spend showed much higher levels. </p><p><BR><BR> </p><p>TV was the most popular medium (55 per cent), while radio (25 per cent) </p><p>and print media (14 per cent) were also heavily used. </p><p><BR><BR> </p><p>For the first time the Internet proved popular, with the leading home </p><p>page of top contender Sudarat Keyuraphan registering the highest number </p><p>of hits at 97,791 visitors. </p><p><BR><BR> </p><p>On the national level, Thai political parties have always used mass </p><p>media for promotion during general elections, and this trend is expected </p><p>to continue. </p><p><BR><BR> </p><p>There has been high media competition in the political game dating back </p><p>to 1995, when political parties with strong business backing spent </p><p>heavily to support their candidates, including Palang Dharma Party and </p><p>the NamThai Party, which spent more than 50 million baht each. </p><p><BR><BR> </p><p>Mindshare said adspend by Thai political parties totalled 32 million </p><p>baht by the end of July. </p><p><BR><BR> </p><p>Additional funds will be allocated this month leading up to the general </p><p>election, especially with the approaching traditional year-end </p><p>activities and promotions all parties engage in. </p><p><BR><BR> </p><p>This has not been lost on TV networks, with Channel 3 boosting rates </p><p>from October 1 by 15-20 per cent across primetime from 6:30-8:15pm. </p><p>Further increases are also expected in the 10:30pm variety timeslot. </p><p><BR><BR> </p>