Summer pushes Thai radio spend higher to USdollars 4m

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