Overall media ad spending in May is estimated at 8.99 billion baht, with traditional TV accounting for 3.33 billion baht (37%), followed by digital TV at 2.39 billion (26.6%), according to Nielsen Thailand.
Although advertising via traditional TV channels was the largest single segment for spending, it was down 8.7% compared with May of last year. Cinema, digital TV and transit were the top three in terms of growth, at 26%, 25% and 24% respectively.
Magazine, newspaper and cable TV spending contracted the most, by 42%, 21% and 18% respectively.
Nielsen said the top 10 brands for ad spending in May were TV Direct direct sales (234.4 billion baht), Government Savings Bank (85.9 billion), Toyota passenger cars (85.6 billion), the Tourism Authority of Thailand (70.6 billion), Coke (69 billion), Lactasoy (63 billion), Pepsi (62 billion), S-26 powdered milk (61 billion), Tesco Lotus supercentres (60 billion) and Downy fabric softener (56 billion).