Advertising expenditure in the first half this year saw a 6-per-cent surge to Bt56.47 billion from Bt53 billion in the same period last year, a media survey by Nielsen (Thailand) found.
But ad spending via magazines continued to decline, by 13.82 per cent to Bt2.43 billion from Bt2.82 billion in the same period last year.
Nielsen reported that in the first six months advertisers spent the most on television at Bt32.98 billion, a 1.5-per-cent rise from Bt32.49 billion last year. This was followed by newspapers with Bt7.46 billion, a 4.38-per-cent increase from Bt7.15 billion; cinemas both in Bangkok and upcountry with Bt5.44 billion, a 63.25-per-cent spurt from Bt3.33 billion; and radio with Bt3 billion, a 5.23-per cent rise from Bt2.86 billion in the first half of last year.
The big jump in spending via cinemas was due mainly to an increase in movie screens, since 15 new cinemas were launched at Mega Bangna, eight at Terminal 21, 11 at CentralPlaza Grand Rama 9, and 11 in the provinces in April.
Meanwhile, advertising via outdoor media rose 6.06 per cent to Bt2.24 billion from Bt2.11 billion and transit media saw a 6.6-per-cent increase from Bt1.34 billion from Bt1.25 billion in the first half of last year. In-store media also witnessed a 56.34-per-cent surge to Bt1.25 billion from Bt808 million, while new media such as the Internet saw a 25.55-per-cent spurt to Bt285 million from Bt227 million.
In the first half of this year, Unilever (Thai) Holding was the biggest advertiser, followed by Toyota Motor Thailand, Coca-Cola (Thailand), Total Access Communications, Beierdorf (Thailand), Procter and Gamble (Thailand), Tri Petch Isuzu Sales, L'Oreal (Thailand), Nestle (Thai) and Advanced Info Service.
Advertising expenditure in June alone jumped by 11.38 per cent to Bt10.11 billion from Bt9.08 billion in the same month last year, largely from automotive business such as Toyota and Mazda passenger cars, Isuzu pickups and Honda motorcycles.
Another factor that reportedly boosted last month's ad spending was the live broadcasts of the Euro 2012 soccer tournament and related sports marketing activities.
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