Ad spending still expanding in the first quarter; but only barely

Nielsen Company Thailand said on Thursday that the country’s spending on media has increased by 1 per cent year-on-year in the first quarter of 2020. 

The total spending reached 28.69 billion baht in the period between January and March. Spending on TV advertisement is still the largest as it accounts for 58 per cent of the total spending. 

The growth of spending on advertisement was held back during March as the outbreak caused the spending to decline by 5 per cent year-on-year in that month alone.

The total on TV advertisement reached 16.54 billion baht, followed by digital at 5.55 billion baht and outdoor at 3.09 billion baht. Spending on digital advertisement has increased from 8.08 billion for the entirety of 2015 to 19.56 billion baht for 2019.  

The top three business groups that spent the most on ads in the first three months of 2020 are food and beverage (4.03 billion baht), personal care and cosmetic (3.84 billion baht) and media and marketing (2.49 billion baht). Food and bevarage and personal care & cosmetic have also spent 2 and 4 per cent more than the same period in 2019 respectively, but media and marketing is actually spending 8 per cent less than they did in 2019. 

The top three communes that spent the most on ads in the first three months of 2020 in comparison to the same period in 2019 are Unilever (Thai) Holdings at 1.03 billion baht (51 per cent more), Lifestar at 703 million baht (1 per cent more), and Proctor & Gamble at 491 million baht (25 per cent less).

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