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| • EXCH RATES |
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Baht/$ 33.64/67
Bid/Ask
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GOLD |
15,200
+ 300
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MEDIA
POST REPORTERS
Advertising spending in the first half of this year grew by less than 1%, further evidence that growth for the year might be less than in 2007 or even contract due largely to political and economic uncertainties.
According to Nielsen Media Research, ad spending in the January-June period increased by 0.64% year-on-year to 43.8 billion baht.
Last year, the country's total ad spending was 92 billion baht, up 2.5% year-on-year, according to the research agency.
Manee Eabe, managing director of Magna Global, a media buying agency, said political conflict, rising production costs and oil prices would continue to discourage advertisers from spending money. Further evidence could emerge in the third quarter, normally the low season for advertising.
Spending on TV accounting more than a half of total spending, dropped by 0.67% to 25.2 billion baht in the first half. Other traditional media, newspapers and radio, rose by 2% and 9.6% respectively (see chart).
The drop in TV spending reflected the closure of iTV, the commercial broadcaster seized by the previous government and transformed into commercial-free Thai PBS (Thai Public Broadcasting Service) at the beginning of this year.
However, TV revenues could pick up thanks to rising airtime fees. For example, BEC World Plc, the operator of Channel 3, has raised its fees twice this year and will likely increase them again in October.
Newspaper revenue growth has been less dramatic this year than last year, when some Thai-language publications recorded a spike in sales from the Jatukarm Ramathep amulet craze.
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