Summer pushes Thai radio spend higher to USdollars 4m

BANGKOK: Radio ad spending experienced a typical seasonal jump for the hot summer months, but growth for the first quarter was flat relative to last year's figures. According to local radio sales agent Key To Success, total spending grew sharply from 192.5 million baht (USdollars 4.3 million) in February to 250.4 million baht in March. Distributors of seasonally affected products like soft drinks and air-conditioners have been responsible for the jump, said Sirilak Pornsiripan,the company's managing director. March and April are peak months for radio as marketers attempt to take advantage of both the heat and the Thai New Year holiday. This year Coca-Cola emerged as the biggest spender in the soft-drinks category, followed by Pepsi and Schweppes Soda. Japanese manufacturers - Saijo-Denki, Daikin and Toshiba - bought most of the air-conditioner radio spots. Yet despite the seasonal rise, spending was flat at 643 million baht (USdollars 14.3 million) in the first quarter. Sirilak blamed sluggish sales on economic uncertainties spurred by the slowdown in the US and Japan. She did not see much hope for the near term.

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