Media Monthly Meeting Kao Commercial (Thailand) Co., Ltd
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Transcript Media Monthly Meeting Kao Commercial (Thailand) Co., Ltd
2008 Thailand
Media Scene
Jan – Dec 08
Thailand Media Expenditure
2002 – 2008 (Jan-Dec)
Y2008 advertising expenditure slightly decreased at 1.6%
Billion Baht
100
90
75.2
80
87.1
85.7
2007
2008
65.3
70
60
79.4
83.4
55.5
50
40
30
20
10
0
2002
% Change
+16.1%
2003
+17.6
2004
+15.1%
Source : 2002-2008 YTD AC Nielsen (Adquest Millennium)
** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing
2005
+5.5%
2006
+5.1%
+4.5%
-1.6%
Trend Media Expenditure by Medium (‘000 Baht)
Y2002 - Y2008 (Jan-Dec)
Media expenditure by medium was about the same proportion as last year.
TV was still play an important role as key media.
55,483
100%
80%
60%
65,300 75,174 79,348 83,398 87,124 63,575 63,325 (Mill. Baht)
1
3
1
6
1
5
1
7
1
5
2
7
1
6
2
8
1
6
3
7
1
5
5
7
19
1
2
5
5
7
19
21
19
17
17
17
10
9
8
7
7
7
8
60
58
57
57
59
58
57
2002
2003
2004
2005
2006
2007
2008
40%
20%
0%
TV
Cinema
Radio
Outdoor
Source : 2002-2008 YTD AC Nielsen (Adquest Millennium)
** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing
Newspapers
Transit
Magazines
In-Store
Comparative Media Expenditure by Medium
(‘000 Baht)
2007 (Jan-Dec) vs. 2008 (Jan-Dec)
Traditional mass media seems to face tough situation
while there was a slightly growth in specific life style media e.g. Transit media and radio.
48,842
Television
-0.03%
50,302
14,482
Press
-0.02%
14,826
6,568
Radio
+0.09%
5,949
5,589
5,801
Magazine
-0.06%
4,173
Outdoor
-0.04%
4,440
-0.04%
4,160
Cinema
4,310
+0.3%
1,328
Transit
926
560
In-Store
2007
-0.02%
2008
569
Billion Baht
0
2,000
4,000
6,000
Source : 2007-2008 YTD AC Nielsen (Adquest Millennium)
** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing
8,000
10,000
12,000
Comparative Top Ten Spending by Sections
2007 (Jan-Dec) vs. 2008 (Jan-Dec)
Only Motor Vehicle & Non Alcohol increased spent.
Unit: Million Bath
6,009
Skin care
Communication
5,608
Motor Vehicles
Government
5,593
Communications
Leisure
5,465
Non Alcohol
Motor Vehicle
5,014
Leisure
Non Alcohol
4,988
Government
Retail Stores
Toiletries
Hair Preparations
Real Estate
3,416
3,155
2,919
5,585
5,417
5,295
5,177
4,958
Retail Stores
3,634
Real Estate
5,628
Skin care
Toiletries
2007
Source : 2007-2008 YTD AC Nielsen (Adquest Millennium)
** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing
Hair
Preparations
3,396
3,258
2,826
2,734
2008
Comparative Top Ten Spending by Advertisers
2007 (Jan-Dec) vs. 2008 (Jan-Dec)
Unilever the biggest FMCG company tremendously decreased their AdEX
by 16%
Unit: Million Bath
5,274
Unilever
AIS
1,508
Toyota
Toyota
1,358
L'OREAL
Office of PM
4,417
P&G
1,714
P&G
Unilever
AIS
892
1,730
1,483
1,423
1,237
L'OREAL
817
Osotspa
1,140
Beiersdorf
808
Beiersdorf
1,125
Osotspa
805
PTT
1,063
Nestle
1,048
Colgate
1,045
Nestle
737
DTAC
712
2007
Source : 2007-2008 YTD AC Nielsen (Adquest Millennium)
** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing
2008
Comparative Top Ten Spending by Brands
2007 (Jan-Dec) vs. 2008 (Jan-Dec)
PTT was huge increased their AdEx spent at 145% to mainly support Biodiesel and
Corporate campaign.
Unit: Million Bath
Office of PM
873
Pond's Facial
862
Wat-thu-mong-kol
715
653
Cinema (Thai)
618
Toyota Pickups
Oil of Olay
607
M Energy
Happy
Breeze
563
510
452
668
Office of PM
645
POND'S Facial
PTT
592
Toyota Pickups
586
570
Happy
574
Coke
678
Cinema (Thai)
2007
Source : 2007-2008 YTD AC Nielsen (Adquest Millennium)
** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing
Coke
495
Cinema (Western)
495
Breeze
479
Oil of Olay
476
2008
Media Update
Television
TV Audience Viewership
&
Programs Up-Date
Channel Share : Prime Time vs. Non Prime Time
A. 20+ All SES, Nationwide : 2006 – 2008 (Jan – Dec)
CH 7 still gain higher viewership than other channels for both prime and non prime,
For CH 3, it had the trend to increase the viewership in prime time because of Thai drama and non prime
time mainly came form news talk program that was effected from political protest and election news.
Prime Time (18:15-22:20)
60
50
46
42
40
45
42
45
41
42
44
40
43
41
37
32
36
30
29
28
22
21
12
11
12
5
2
6
2
13
11
6
3
20
11
6
2
10
0
J'06 F
M
A
23
25
12
7
2
12
7
3
M
J
26
12
11
7
2
J
24
15
11
8
2
A
26
25
21
17
15
10
7
2
9
6
2
S
O
Non Prime Time
14
9
8
2
N
29
13
10
9
5
11
9
2
40
32
10
9
7
2
D J'07 F
CH3
42
44
42
43
42
40
38
36
31
10
9
7
2
M
CH5
45
29
9
8
7
2
A
30
33
32
30
32
40
33
38
35
41
40
31
31
9
8
9
8
9
8
2
2
2
J
A
CH9
S
10
9
7
2
O
9
8
6
2
N
NBT
10
6
4
2
9
8
3
10
9
10
8
3
2
D J'08 F
M
A
10
8
4
46
47
25
25
50
44
44
47
29 30
25
10
9
7
2
J
CH7
30
28
9
8
5
2
M
51
48
46
9
7
4
M
9
7
6
J
23
10
6
9
8
7
J
A
20
10
8
6
S
22
11 10
10
9
6 5
9
8
5
O
N
D
TITV
50
45
42
40
35
34
31
30
34
31
35
30
36
29
36
35
33
29
30
29
35
37
26
25
46
40
39
34
31
30
44
28
32
29
26
28
30
41
39
36
33
31
31
35
33
35
32
36
33
37
33
38
38
33
38
34
39
40
33
32
42
41
40
41
37
29
28
26
30
28
38
4241
36
34
29
30
10
7
10
8
6
26
20
15
12
11
9
10
5
4
12
11
8
4
11
8
4
12
11
9
11
10
9
4
4
12
9
5
12
11
9
4
13
11
8
4
14
10
9
13
9
8
14
4
4
3
9
8
13
9
8
0
J
06
F
M
A
M
J
J
A
S
O
Source : AGB Nielsen Media Research (Arianna 2008)
N
D
J
07
11
10
9
10
8
9
8
2
2
1
F
M
12
8
6
3
A
M
13
9
7
4
12
8
7
3
J
J
11
9
7
2
A
12
10
7
4
S
12
11
7
4
O
11
10
7
3
N
11
9
7
3
D
12
9
7
5
J
08
9
7
5
3
9
8
4
F
10
7
4
9
7
3
M
A
M
12
10
7
4
10
8
6
7
6
J
J
A
12
10
6
S
O
N
1110
7 7
D
Channel Share of Audience : Weekday
A. 20+ All SES, Nationwide : Y2008 (Jan – Dec)
Ch 3 has the highest rating for Rueng Lao
Chao Nee news program in the morning.
100%
8
90%
80%
7
6
6
7
7
7
6
4
5
6
5
9
9
5
5
7
8
Thai Drama Re-run
11
8
6
5
5
7
25
60%
5
6
8
8
5
5
8
7
9
5
9
13
11
6
3
4
4
9
8
6
6
5
5
4
10
10
8
9
45
30
27
42
6
56
49
42
45
28
36
38
40%
30%
4
7
48
32
10%
29
32
12
21
24
10
8
12
33
25
25
30
34
31
33
0%
6:00
7:00
8:00
9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 '24:00
Rueng Den Yen Nhee
Source : AGB Nielsen Media Research (Arianna 2008)
CH5
CH3
42
35
27
6
3
42
NBT
CH7
8
40
35
CH9
4
4
5
40
49
8
4
43
6
4
7
53
5
TPBS
45
5
20%
10
30
30
50%
11
6
11
70%
Ch 7 still gain the highest share for News, Thai
drama and Entertainment during prime time to
late night
Channel Share of Audience : Weekend
A. 20+ All SES, Nationwide : Y2008 (Jan – Dec)
Morning program was dominated by Thai Folk Drama &
Korean Series on CH7
100%
8
10
90%
13
8
3
3
10
5
6
6
6
4
5
8
15
80%
9
9
10
5
5
4
7
6
11
8
6
CH 9 Sit-com programs
6
7
7
4
5
8
4
6
7
5
5
4
7
8
11
9
14
6
3
14
36
70%
6
10
5
6
11
8
5
10
14
27
TPBS
60%
50%
47
40
44
39
70
47
42
48
48
38
NBT
48
44
28
52
24
5
7
11
7
5
23
5
23
2
11
29
15
35
19
12
12
29
21
18
19
21
6
25
8
25
3
26
13
CH5
8
5
24
27
24
8
7
18
17
0%
6:00
7:00
8:00
9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 '24:00
CH3 Rueng Lao Sat-Sun still be popular
Source : AGB Nielsen Media Research (Arianna 2008)
CH9
CH7
5
20%
10%
46
55
40%
30%
46
39
Ch7 still got highest audience share for both
prime time & late night program on weekend
CH3
Top Ten Thai Drama: January – December 2008
Target: Adult 20+ Nationwide
• Ch7 dominated all top ten Thai drama.
Program Name
Date/Time
Channel Average TVR
1.
Thida Wa Norn
Mon-Sun/ 18.45-19.40
7
19.2
2.
Kom Faek
Mon-Tue/ 20.30-22.30
7
18.9
3.
Sat-Tru Khoo Kwan
Mon-Sun/ 18.45-19.40
7
15.4
4.
Sa-Wan Bieng
Wed-Thu/ 20.30-22.30
3
15.0
5.
Dao Puean Din
Wed-Thu /20.30-22.30
7
14.2
6.
Suparbburus Sa-Tarn
Fri-Sun/ 20.30-22.30
7
14.6
7.
A-Nu-Parb Poh Khun Ram… Mon-Sun/ 18.45-19.40
7
14.1
8.
Yoei Fah Tah Din
Fri-Sun/ 20.30-22.30
7
13.9
9.
Kehas Saeng Jan
Mon-Sun/ 18.45-19.40
7
13.6
10.
Pah Loke Ban-Terng
Mon-Sun/ 18.45-19.40
7
13.3
Source : ACNielsen Arianna 2007 (January – December 2008)
Top Ten Variety: January – December 2008
Target: Adult 20+ Nationwide
• The most of top 10 variety program were on-air during prime time,
holiday and weekend.
Program Name
Date/Time
Channel Average TVR
1.
At Ten
Tue/22.30-24.30
3
9.8
2.
Ching Roi…Wan Yud
Holiday
7
5.4
3.
Jor…Jee
Sat/16.00-17.00
7
4.9
4.
Mom Show
Sat/20.15-21.10
5
4.3
5.
Ching Cha Sa Wan
Sat/16.00-18.00
9
6.3
6.
Talaad Sod Sa-Nam Pao
Sun/ 20.10-21.00
5
4.0
7.
Ratee Samosorn
Wed/ 23.00-24.00
3
3.9
8.
Jan Pan Dao
Mon/22.30-23.30
7
3.7
9.
Wan Warn Yang Wharn Yoo
Fri/22.25-23.25
7
3.6
10.
Tee Taai Krua
Sun/13.30-14.15
3
3.0
Source : ACNielsen Arianna 2007 (January – December 2008)
Top Ten Variety: January – December 2008
Target: Adult 20+ Nationwide
• Work point still have more high rating program in top 10 game show
ranking the most when compared with other.
Program Name
Date/Time
Channel Average TVR
1.
Tah Khun Nae?
Mon-Fri/19.15-19.45
3
8.3
2.
Ching Roi Ching Lan
Wed/22.25-23.55
7
4.6
3.
Game 1000 nah
Sun/12.00-13.00
7
4.5
4.
Plod Nhee
Sat/14.45-15.15
7
4.4
5.
Set Thee Kwam Roo
Mon-Sun/18.00-18.30
TITV
3.4
6.
Game Tosakan Chuay Kru Tai Mon-Fri/19.00-19.30
9
3.3
7.
Asschariya Karm Kuean
Mon/22.20-23.20
3
3.1
8.
Roo Jing Pa
Fri/22.00-22.30
3
3.0
9.
Suek 12 Rasee
Sun/12.00-12.45
3
2.9
10.
Game Tosakan Dek
Sat-Sun/19.00-19.30
9
2.7
Source : ACNielsen Arianna 2007 (January – December 2008)
New Program
in year 2009
New TV Programs in Y2009 (January – March)
แม่ ค้าขนมหวาน:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
3
Mon-Tue 20.20-22.20
Thai Drama
:
:
:
:
January 2009
3
Wed-Thu 20.20-22.20
Thai Drama
บริษัทบาบัดแค้ น :
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
คุณแม่ จาแลง :
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
September 2008
3
Fri-Sun 20.30-22.00
Thai Drama
:
:
:
:
January 2009
3
Mon-Fri 19.15-19.45
Thai Drama
พ่ อมาลัยริมทาง:
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
ลีซาน จอมบัลลังก์ พลิกแผ่ นดิน:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
December 2008
3
Sat-Sun 18.00-20.00
Korean Series
New TV Programs in Y2009 (January – March)
อาทิตย์ ชงิ ดวง:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
5
Mon-Thu 20.25-21.20
Thai Drama
:
:
:
:
January 2009
5
Mon 22.25-23.20
Variety
บางจะเกร็ง:
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
ทีน พลัส โชว์ :
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
5
Mon-Thu 20.25-21.20
Thai Drama
:
:
:
:
January 2009
5
Sat 14.50-15.40
Variety
ซัมวันอาคันตุกะ:
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
Journey Thailand:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
5
Sat 22.20-23.15
Travel
:
:
:
:
January 2009
5
Sun 10.05-11.45
Variety
ชีส ทีวี:
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
อินเทรนด์ :
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
5
Sun 16.35-17.00
Variety
มหกรรมคอนเสริต์ลูกทุ่ง ททบ.5:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
5
Sun 18.05-19.00
Live Concert
New TV Programs in Y2009 (January – March)
พลิกฟ้า ล่ าตะวัน :
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
7
Mon-Tue 20.30-22.30
Thai Drama
:
:
:
:
December 2009
7
Wed-Thu 20.30-22.30
Thai Drama
เจ้ าหญิงลาซิ่ง :
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
มนตราแห่ งรัก:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
7
Fri-Sun 20.30-22.30
Thai Drama
:
:
:
:
TBC
7
Fri-Sun 20.30-22.30
Thai Drama
ดาขา:
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
รักนีเ้ คียงตะวัน:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
7
Mon-Sun 18.45-19.40
Thai Drama
:
:
:
:
January 2009
7
Sat-Sun 09.15-11.10
Korea Series
เพราะรักนีม้ ิอาจลืม :
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
เทพสังวาลย์ :
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
7
Sat-Sun 08.15-09.00
Thai Folk Drama
:
:
:
:
January 2009
7
Sun 17.00-17.30
Health variety
ชิดหมอ :
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
Sea Series:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
9
Mon 22.15-23.05
Documentary
:
:
:
:
January 2009
9
Sun 10.00-11.00
Variety
Hot Blood Guyz:
Launching Date
Channel
Airing Time
Program Content
New TV Programs in Y2009 (January – March)
Sea Series:
Launching Date
Channel
Airing Time
Program Content
:
:
:
:
January 2009
9
Mon 22.15-23.05
Documentary
:
:
:
:
October, 2008
9
Sat 14.00-15.00
Sit-com
เนือ้ คู่ประตูถดั ไป :
Launching Date
Channel
Airing Time
Program Content
Key summary : Trend of Television
The overall rating of Prime time and non
prime time in Q4 / 2008 :
> For the rating during Prime time, it had
the trend to increase mainly because the
popularity of Thai
drama on CH 3 and CH 7 especially in
Q4 of year 2008.
> For the rating during Non prime time, CH
Key summary : Trend of Television By Channel
CH3 overall rating in prime time was
increased mainly because of the popularity
of Thai drama. Moreover, they could take
advantage from political protest and election
news that led to increasing rating during non
– prime time as strong content in news and
current affair program such as
Radio
Top 10 ranking of Bangkok radio station
Adult 20+, All SES : October-December 2008
FM88.5 Loog Tung Thailand dropped from no.3 to no.4 of ranking.
Green Wave 106.5 shifted from no.9 of ranking to be no.8
No.
Titles
1
2
3
4
5
6
7
8
9
10
Loog Tung Mahanakorn
Cool FM
Seed FM
Loog Tung Thailand
Virgin Hitz
FM One + Bus Sound
Jor Sor 100
Green Wave
Active99
Easy FM
Stations
FM
FM
FM
FM
FM
FM
FM
FM
FM
FM
95
93
97.5
88.5
95.5
103.5
100
106.5
99.0
105.5
Format
Loog Tung
Thai Song
Thai / Inter Song
Loog Tung
Thai / Inter Song
Thai Song
Traffic / News
Thai Song
Sport/Travelling
Inter Song/ News
Source : Radio Advisor in December 2008 – Total population 7,470,000 peoples
: Ranking was base on December 2008 round
Listenership ('000)
Listenership ('000)
Listenership ('000)
Y2008 (Oct)
Y2008 (Nov)
Y2008 (Dec)
2,143
820
611
674
386
431
321
350
322
253
2,468
781
691
769
593
531
477
373
285
346
2,467
880
699
683
505
485
368
366
323
299
Radio major movement in October – December 2008
Station
2008
2009
As Virgin soft has not continued the concessionaire
FM.103
Virgin soft
with the station since 31st Dec, therefore FM Max
FM.94.5
MAX
94.5 has moved in since then.
New Station " Look Thung FM" operated by K'
Wittaya Supornopard
FM.99.5
Closed of Advance Radio at the end of Oct'08
FM.96.0 Ruam Duay Chuay Kan has moved in.
FM.96.0
Ruam Duay Chuay Kan
FM.90.0
Sport Radio
FM.89.0
Banana FM
FM.90.0 Spot Radio has moved in.
New Station " Balance FM" operated by
" Key to Radio Co.,Ltd. "
Changed the name to " Chill FM"
New Station
FM 94.5 Loog Tung FM 94.5
Format: Loog Tung
Target: All 25+ (Loog Tung Lover)
Cooperate with (Network)
- TV5 and Thai TV Global Network (TGN)
Cover
- Bangkok and perimeter
- East and North East
FM 90.0 “ Balance FM ”
Format: Thai/Inter Song
Main Target
Secondary Target
Cover
- Bangkok and perimeter
: Adult 25 – 35 Middle, Bangkok
: 20 – 40 Middle, Bangkok
Newspaper
Top 20 Newspapers
Adults 20+, All SES, Nationwide
• General news gain high attention amongst mass target especially Thai Rath and Daily News,
followed by Khao Sod, Matichon and Khom Chud Luek were kept as top 5 for 4 quarters in a row
but readership of Khom Chud Luek was drop continuously since research Y2008-1
• Sport news gained the interest as the next rank i.e. Siam Keela, Sport Pool and Star’s soccer,
resulting from Olympic fever
• Business news was the 3rd rank, top 3 newspapers are Phoo Jad Karn weekly, Phoo Jad Karn
Daily and Krungthep Turakij
Totals
TITLE
THAI RATH
DAILY NEWS
KHAO SOD
MA-TI CHON
KOM CHAD LUEK
SPORT POOL
PHOO-JAD-KARN WKLY
STAR'S SOCCER
SPORT MAN
SIAM KEE-LA
PHOO JAD KARN DAILY
KRUNGTHEP TURAKIJ
THARN SEJTAKIJ
PRACHACHART TURAKIJ
SIAM BANTERNG
SIAM RATH
BAHN MUANG
KICK OFF
BANGKOK POST
POST TODAY
46,343
Y08-1
11,076
6,072
1,119
868
817
444
315
294
258
201
182
179
163
107
104
100
95
77
71
69
Totals
46,343
TITLE
Y08-2
THAI RATH
10,732
DAILY NEWS
6,042
KHAO SOD
987
MA-TI CHON
788
KOM CHAD LUEK
557
SIAM KEE-LA STAR'S SOCCER 338
SPORT POOL
289
PHOO-JAD-KARN WEEKLY
278
SIAM KEE-LA
174
KRUNGTHEP TURAKIJ
154
PHOO JAD KARN DAILY
149
THARN SEJTAKIJ
98
SIAM RATH
85
SPORT MAN
84
BANGKOK POST
78
SIAM BANTERNG
75
BAHN MUANG
71
KICK OFF
68
POST TODAY
63
PRACHACHART TURAKIJ
50
Source : AGB Nielsen Media Research IMS
Totals
46,343
TITLE
Y08-3
THAI RATH
10,904
DAILY NEWS
6,133
KHAO SOD
1,003
MA-TI CHON
806
KOM CHAD LUEK
563
SIAM KEE-LA STAR'S SOCCER 353
SPORT POOL
305
PHOO-JAD-KARN WEEKLY
271
SIAM KEE-LA
169
KRUNGTHEP TURAKIJ
159
PHOO JAD KARN DAILY
125
BANGKOK POST
94
SPORT MAN
92
THARN SEJTAKIJ
92
SIAM RATH
87
SIAM BANTERNG
81
POST TODAY
79
BAHN MUANG
71
KICK OFF
65
BANGKOK TODAY
52
Totals
46,343
TITLE
Y08-4
THAI RATH
11,029
DAILY NEWS
6,109
KHAO SOD
939
MA-TI CHON
827
KOM CHAD LUEK
496
SIAM KEE-LA
392
SPORT POOL
322
SIAM KEE-LA STAR'S SOCCER 276
PHOO-JAD-KARN WEEKLY
174
PHOO JAD KARN DAILY
127
KRUNGTHEP TURAKIJ
121
BANGKOK POST
112
THARN SEJTAKIJ
102
MUAY SIAM
94
POST TODAY
86
SIAM BANTERNG
72
PRACHACHART TURAKIJ
63
SIAM RATH
52
BAHN MUANG
46
SPORT MAN
46
Newspaper Movement in Q4, 2008
Bahn Muang changed size from 14.45 x 20” to 13.45 x 20” (based on FPFC)
start on 11 Nov’08
Siam Dara changed size from 14.5 x 20” to 13.5 x 20” (based on FPFC) and
change to be pond paper 4 color, 16 pages totally, start on Nov’08
“Phoo Jad Karn Rai Wan” changed title named to be “ASTV Phoo Jad Karn Rai
Wan” start on 1 Dec’08
“Phoo Jad Karn Rai Subda” changed title named to be “Phoo Jad Karn 360
Ong-Sa Rai Subda” start on 1 Dec’08
Naew Nah increased rate from 138,600.- to 147,000.- (base on FPFC), start
on Y2009
Magazine
Top 20 Magazines
Adults 20+ All SES, Nationwide
• Entertainment/Comic was the popular magazine that the top 3 titles for 4
quarters are TV Pool, Khoo Sang Khoo Som and Khai Hua Roh
•Gossip Star climbed up in top 20 chart in this quarter
• Women magazine was the 2nd rank that the top 3 titles are Kwan Ruen, Kulla
Satri and Praew
• Laeng Rot was a automobile magazine that gained highest readership
Totals
TITLE
TV POOL
KHOO-SANG KHOO-SOM
KHAI HUA ROH
DARA PHARB-PA-YONT
MAHA SANUK
KWAN RUEAN
PRAEW
KULA SATRI
SPICY
DI-CHAN
CHEEWIT JING
MA-TI CHON SUD SUBDHA
LISA WEEKLY
BAHN LAE SUAN
CHEEWAJIT
STAR'S SOCCER
BANGKOK
CHEEWIT RAK
STAR NEWS
OOPS
46,343
Y08-1
1,287
1,275
726
648
459
433
327
325
324
289
288
275
255
245
240
233
217
197
173
170
Source : AGB Nielsen Media Research IMS
Totals
TITLE
TV POOL
KHOO-SANG KHOO-SOM
KHAI HUA ROH
DARA PHARB-PA-YONT
SPICY
MAHA SANUK
KWAN RUEAN
PRAEW
KULA SATRI
BANGKOK
CHEEWIT JING
MA-TI CHON SUDSUBDHA
DI-CHAN
BAHN LAE SUAN
LISA WEEKLY
CHEEWIT RAK
CHEEWAJIT
STAR NEWS
OOPS
STAR'S SOCCER
46,343
Y08-2
1,439
1,093
677
497
487
478
419
282
271
260
242
224
222
213
212
195
194
152
128
117
Totals
TITLE
TV POOL
KHOO-SANG KHOO-SOM
KHAI HUA ROH
SPICY
DARA PHARB-PA-YONT
MAHA SANUK
KWAN RUEAN
KULA SATRI
BANGKOK
PRAEW
CHEEWIT JING
BAHN LAE SUAN
MA-TI CHON SUD SUBDHA
DI-CHAN
LISA WEEKLY
CHEEWIT RAK
CHEEWAJIT
STAR NEWS
OOPS
STAR'S SOCCER
46,343
Y08-3
1,474
1,085
667
528
514
477
437
287
276
274
237
233
230
224
220
206
200
163
152
132
Totals
TITLE
TV POOL
KHOO-SANG KHOO-SOM
KHAI HUA ROH
MAHA SANUK
DARA PHARB-PA-YONT
SPICY
KWAN RUEAN
STAR NEWS
KULA SATRI
PRAEW
BAHN LAE SUAN
GOSSIP STAR
LISA WEEKLY
STAR'S SOCCER
CHEEWAJIT
BANGKOK
MA-TI CHON SUD SUBDHA
LAENG ROT
OOPS
DI-CHAN
46,343
Y08-4
1,624
990
636
577
468
364
357
281
243
243
234
218
211
208
204
200
185
166
156
136
New Magazine
Magazine Movement in Q4, 2008
คู่หูเดินทาง
Content
:
Travel & Lifestyle
Frequency
:
Monthly
Launching
:
September 2008
Price
:
Free Copy
Distribution
:
Transport bus (บขส) e.g. Mo Chit,
Ekamai, South Department Motor Vehicle (ขนสง่ สายใต ้)
Kazz Mini
Content
:
Teenage
Frequency
:
Monthly
Launching
:
September 2008
Price
:
55 baht
Magazine Movement in Q4, 2008
Hey!
Content
:
Model
Frequency
:
Monthly
Launching
:
October 2008
Price
:
199 baht
Content
:
Fashion
Frequency
:
Monthly
Launching
:
October 2008
Price
:
90 baht
Move
Magazine Movement in Q4, 2008
Dguy
Content
:
Model
Frequency
:
Monthly
Launching
:
Novemberr 2008
Price
:
190 baht
Content
:
Health & Beauty
Frequency
:
Monthly
Launching
:
November 2008
Price
:
70 baht
Cosmetic
Magazine Movement in Q4, 2008
Woman & Home (Top magazine from England)
Content
:
Woman & Lifestyle
Frequency
:
Monthly
Launching
:
November 2008
Price
:
90 baht
Content
:
General
Frequency
:
Monthly
Launching
:
December 2008
Price
:
30 baht
Hug
Magazine Movement in Q4, 2008
GM Style
Content
:
Men & Lifestyle
Frequency
:
Monthly
Launching
:
December 2008
Price
:
90 baht
“Phoo Jad Karn” changed title named to be “Phoo Jad Karn 360 OngSa” start on 1 Dec’08
Interactive Media
Penetration rate has still continued to grow
Reach% is even better for young adults people,
already reaching higher than 40% of age 15-29 in 2008
Pop (‘000)
8,000
12
9
6,000
4,000
2,000
10
7
4
10
8
4,392
4,912
6
4
3,619
2,234
Net Users
(Age: 15+)
Net User %
2
0
0
2005
2006
2007
Pop (‘000)
2,000
2008 (Oct)
44
32
1,500
38
40
1,585
25
30
1,287
1,000
955
50
20
1,015
500
10
0
0
2005
2006
Net Users
(Age: 15-29
MU BU)
2007
Source: AGB Nielsen Media Research (Oct, 2008)
Sample/Est. Pop. : 1) 15+ 8,702/51.6 MM and 2) 15-29 MU BU 936/3.6 MM
2008 (Oct)
Net User %
Online acts as substitute media of Magazine
Been already surpassed magazine media, especially for 15-29 people
Year
%
TV
Radio
Cinema (7 days)
Internet
OOH (7 days)
Newspaper
Magazine
Mobile
Target: Adults 15+ NA
2005
2006
2007
93
37
2
4
37
29
16
47
93
40
2
7
29
27
15
55
94
39
2
8
30
30
15
62
Target: Adults 15-29, BU, MU
2005
2006
2007
Year
Est. Pop (000)
TV
Radio
Cinema (7 days)
Internet
OOH (7 days)
Newspaper
Magazine
Mobile
96
53
13
25
70
63
46
76
96
50
13
32
64
57
37
80
96
51
13
40
63
58
36
88
2008
(Oct)
95
38
2
10
48
30
12
63
20
2008
(Oct)
60
97
45
7
44
85
59
35
90
Source: AGB Nielsen Media Research (Oct, 2008)
Sample/Est. Pop. : 1) 15+ 8,702/51.6 MM and 2) 15-29 MU BU 936/3.6 MM
16
15
16
15
12
12
8
9
7
10
4
4
0
2005
2006
Net User %
50
40
37
25
2008 (Oct)
Magazine Users %
46
40
30
2007
36
32
44
35
20
10
2005
2006
Net User %
2007
2008 (Oct)
Magazine Users %
Expect continue of higher growth of Online from new
Trend of Netbook for Net Users
Netbook is "small laptops that are designed for wireless communication
and access to the Internet, typically come with a 7-inch to 10-inch
screen.
More than 9 players in the market with competitive
price
Asus Eee is 1st in this market – 7,900+
Averex Cloundbook – 7,900+
SVOA I-Buddy – 11,900+
HP Mini Note – 25,900+
Acer Aspire One – 14,900+
Intel Classmate 2
MSI Wind U100 – 14,900+
Embryo – 15,900+
Source:
http://www.trendypda.com/modules/news/article.php?storyid=705
http://en.wikipedia.org/wiki/Netbook
Most of internet user is aging between
15-29 years old.
But the online has been also experienced by older people with
growth percentage, from 23% in 2005 to 36% in 2007
100%
2%
5%
6%
9%
80%
5%
6%
6%
12%
12%
12%
7%
7%
8%
12%
11%
10%
13%
14%
17%
19%
18%
15%
23%
23%
22%
12%
8%
9%
11%
2005
2006
2007
2008 (Oct)
23%
16%
60%
19%
65%
40%
30%
20%
0%
12-14
15-19
20-24
25-29
30-34
Source: AGB Nielsen Media Research (Oct, 2008)
Sample/Est. Pop. : 1) 15+ 8,702/51.6 MM and 2) 15-29 MU BU 936/3.6 MM
35-39
40-49
36%
54%
50+
Online: Daytime Activities
90% using internet at least 1 time in 1 week
Overall, internet has been accessed from 9.00-19.00, before
switching to TV media at night time
Higher traffic during weekday, especially 9.00-14.00
0.8
1.4
18.5
7.1
30
16
25
14
12
20
16.3
55.4
10
15
8
10
DAILY
6
5
4
0
2
SEVERAL TIMES A WEEK
ONCE A WEEK
SEVERAL TIMES A MONTH
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
ONCE A MONTH
LESS OFTEN
Source: AGB Nielsen Media Research (Oct, 2008)
All Internet User (Sample 1,780 / Est. Pop. 8,842,000)
Net: Weekday
Net: Weekend
TV
Mobile Market
Continue Growth of mobile users, expecting
to reach 85% of the population in 2009.
Pre-paid system gains huge usage with higher than 90%
85%
Million Subscriber
70
Projection
Post-paid
Pre-paid
60
Total Mobile Subscriber
52.0
56.4
58.9
5.3
50
5.1
39.3
40
30
17.5
20
10
0
7.6
21.6
26.4
13.2
2001
2002
2003
58.9
3.8
46.9
3.6
18.0
4.8
3.9
22.5
25.6
2004
2005
2006
Source: ICT / Kasikorn Research (www.krc.co.th) & IDC Research
Total Population (2007: 63.1 million / 2008: 66 million)
51.1
34.5
4.2
4.4
3.2
29.5
2007
2008 (J-J)
2009
(Est.)
So, more than 85% of ADEX
promoting on Pre-Paid system
%
100
80
16
15
8
1
84
85
92
99
2004
2005
2006
2007
2008
28
29
14
15
12
72
71
86
85
88
58
2003
2004
2005
2006
2007
2008
23
46
30
14
36
55
77
54
70
86
54
64
2002
2003
2004
2005
2006
2007
2008
35
25
65
75
68
2002
2003
32
60
40
20
0
%
100
80
33
42
60
40
20
67
0
2002
%
100
80
45
46
60
40
20
0
Source: Nielsen Media Research (Adquest Millennium)
3 key mobile operators in Thai market,
leading by AIS
23
46
31
AIS
Pre-Paid
Post-Paid
AIS
23,624,700
2,340,000
25,964,700
DTAC
%
91
9
TRUE MOVE
DTAC
15,246,160
2,186,773
17,432,933
%
87
13
True Move
12,180,947
774,726
%
94
6
12,955,673
Source: http://www.ktb.co.th/ktbweb/public/en/data/invest_research/invest_eco_bus/eco_statistics/media/English_table_16.pdf
Movement of Mobile Marketing
•Mobile Banner ad, a full-screen image is displayed upon incoming
call/SMS/MMS.
•The visual re-appears once the call is ended for “Click thru” action.
•Only available on Symbian system for AIS users.
•Period: Start the registration from mid Jan,09 and expect xx,000 users in 1st
quarter.
•Cost: 500 CPM (or 1 baht for 2 insertions)
Banner Ad
Banner Ad
1 receive SMS message
Number of Caller
BANNER AD with
INCOMING CALL
BANNER AD with
INCOMING SMS
Out of Home
New OOH Update
Cart Media in Suvarnnaphum
For Shopping
Model: G406-LW2
For Luggage
Model: X312/320-LG4
Media Cost:
450 Baht/ Unit/ Month
Production Cost:
Sticker 1,500 Baht/ Unit
Start from:
1st Feb 2009
**Minimum 5,000 units 3 years
Hiring Motorcycle Media in South
Media Cost:
200 Baht/ Unit/ Month
(Total Motorcycles 7,188 Units from Chumporn, Surat Thanee, Krabi, Ranong,
Nakorn Sri Thammarat, Trang, Songkla, Had Yai)
Production Cost:
Jacket 100 Baht/ Unit
Fare Signage 100 Baht/ Unit/ Area (วิน)
**Minimum 1 year sponsorship
Glass Lift @ Central Festival Pattaya Beach
Media & Cost :
1. Glass Lift
2. Vacancy Panel
1 Unit
385,000 Baht / Month
2 or 3 Unit 27,500-38,500 Baht / Month
Height: 6 Floors
Production cost:
Sticker see –through di-cut for Glass Lift (1,500 baht./sqm.)
Sticker PVC for Vacancy Panel
Remark:
Need to purchase a Glass Lift with at least 2 units of Vacancy
Panel
Minimum 12 mths
Signage tax included
Cart Lightbox @ Tesco Lotus (UPC)
Size :
3.00 x 1.20 m. (12 Lightboxes)
5.00 x 2.00 m. (2 Lightboxes)
Branches Coverage: 13 Branches
Media Cost: 316,000 Baht / Month
Special 158,000 / Month
Production cost: Translucent Vinyl (85,000 baht)
Remark:
Signage tax (1&2) included
Digital Screen @ Central Chaengwattana (1)
Digital Stand @ Central Chaengwattana (2)
Digital Signage @ Central Chaengwattana (3)
Gateway Poster @ Centerpoint (1)
7-8 Fl. Central World
Media Type
: Static Light box Digital Poster
No. of Pole
: 2 Pole
No. of Media/pole
: Light box 2 Panel/Pole + LCD 1 Panel/Pole
1.1) Light Box Size
Image Size
: 1.2 x 0.8 M.
1.2) LCD
Image Size
: 40” (Vertical)
Media Rental
: 300,000 Baht/Package/Month
Production
: 6,500 Baht
Freeform Gateway C2 @ Centerpoint (2)
7-8 Fl. Central World
Media Type
: Digital
No. of Media/pole
: 1 Panel
Image Size Di-Cut
: 1.65 x 0.6 M.
Overall Size
: 2.4 x 3 M.
Media Rental
: 200,000 Baht/Package/Month
Production
: 70,000 Baht
Meeting Pole @ Centerpoint (3)
7-8 Fl. Central World
Media Type
: Static
No. of Pole
: 4 Pole
Image Size
: 0.6 x 3.5 M. ( 2 image/pole)
: 0.9 x 3.5 M. ( 2 image/pole)
Mock Up Size
: 0.9 x 3.5 M. ( 2 image/pole)
: 1.2 x 3.5 M. ( 2 image/pole)
Media Rental
: 250,000 Baht/Package/Month
Production
: 60,000 Baht
Step Motion @ Centerpoint (4)
7-8 Fl. Central World
Media Type
: Interactive system
No. of Media
: 1 Unit
Image Size
: 8 x 2.4 M.
Overall Size
: 8 x 2.4 M.
Media Rental
: 400,000 Baht/Package/Month
Production Special
: 50,000- 100,000 Baht
Trivision Bar @ Centerpoint (5)
7-8 Fl. Central World
Media Type
: Trivision
No. of Media
: 1 Panel
Image Size
: 1.7x 7.6 M.(3 Images)
Overall size
: 2 x 7.9 M.
Media Rental
: 100,000 Baht/Package/Month
Production Special
: 60,000Baht
Play Wall @ Centerpoint (6)
7-8 Fl. Central World
Media Type
: Static + Interactive
No. of Media
: 1 Panel
Image Screen Size
: 2.4 x 3.05 M.
Overall size
: 3.4 x 4.8 M.
Media Rental
: 350,000 Baht/Package/Month
Production Special
: 10,000 Baht
Screen Ad @ Centerpoint (7)
Screen Ad
Rights of owning Air time to show…
7-8 Fl. Central World
1. TVC Ad
2. Special Scoop
3. Animation
4. Presentation
Cost
Length of Spot
: 150,000 Baht/ Month
: 30 sec
• 9 LCDs (size 46” & 40” )
• 1 Projection Screen Gate Way C2
Live Show Weekday @ Centerpoint (8)
Live Show View (Weekday)
Rights of owning Air time to show…
1. TVC Ad
2. Special Scoop
3. Animation
4. Presentation
5. Live
7-8 Fl. Central World
Cost
: 250,000 Baht/ Month
Length of Spot
: 30 sec
Added Value
: Free Space of Event Hall 1 day / Month (1st or 3rd Thursday of Month)
: Free Live Broadcast on Centerpoint Channel 2 hours
• 9 LCDs (size 46” & 40” )
• 1 Projection Screen Gate Way C2
Live Show Weekend @ Centerpoint (9)
Live Show View (Weekend)
Rights of owning Air time to show…
1. TVC Ad
2. Special Scoop
3. Animation
4. Presentation
5. Live
Cost
Length of Spot
Added Value
7-8 Fl. Central World
:
:
:
:
300,000 Baht/ Month
30 sec
Free Space of Event Hall 1 day / Month (1st or 3rd Saturday or Sunday of Month)
Free Live Broadcast on Centerpoint Channel 2 hours
• 9 LCDs (size 46” & 40” )
• 1 Projection Screen Gate Way C2
Summary and Trend
Slightly dropped of the whole year advertising industry.
Media usage trend gradually invested more on specific media.
Due to many key situation in ending of 2008 and beginning of 2009, trend
of Advertising Expenditure is expected to be in maintaining stage.
Thank You