In a country where soccer is almost an passion, and Euro 2004 has a even greater following than the Olympics, the four consumer electronics companies plan to spend a combined 100 million baht (US$2.4 million) on promotions and advertising over the two months.
LG Mitr, the distributer of LG products, will spend almost 70 million baht of the total, while Samsung has allocated 15 million baht on its campaign.
Both Sony and Pioneer Electronics also plan to increase budgets but figures were not disclosed.
Thai Samsung Electronics chief marketing officer Nattakit Tangpoonsinthana said the company is targeting sales of projection TVs to reach 2,000 to 3,000 units a month, compared to normal sales of 1,000 sets per month.
Said Tanaka Seiya, managing director of Pioneer Electronics, "The demand for DVD recorders is expected to increase during the tournament, as many matches will take place in the early morning hours in Thailand."
TV products generate up to 60 per cent of total sales in the 30 billion baht audio-visual market.