2008 Thailand Media Scene Jan – Dec 08. Billion Baht % Change +16.1% +17.6 +15.1% +5.5% +5.1%...

2008 Thailand Media SceneJan – Dec 08

Billion Baht

% Change +16.1% +17.6 +15.1% +5.5% +5.1% +4.5% -1.6%

Source : 2002-2008 YTD AC Nielsen (Adquest Millennium) ** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing

-1.6%

Thailand Media Expenditure2002 – 2008 (Jan-Dec)

55.5

65.3

75.279.4

83.487.1 85.7

0

10

20

30

40

50

60

70

80

90

100

2002 2003 2004 2005 2006 2007 2008

Y2008 advertising expenditure slightly decreased at 1.6%

60 58 57 57 59 58 57

10 9 8 7 7 7 8

19 19 21 19 17 17 17

6 7 7 8 7 7 7

1 1 2 2 3 5 5

3 5 5 6 6 5 51 1 1 1 1 1 21 1

0%

20%

40%

60%

80%

100%

2002 2003 2004 2005 2006 2007 2008

TV Radio Newspapers Magazines Cinema Outdoor Transit In-Store

Trend Media Expenditure by Medium (‘000 Baht)Y2002 - Y2008 (Jan-Dec)

55,483 65,300 75,174 79,348 83,398 87,124 63,575 63,325 (Mill. Baht)

Media expenditure by medium was about the same proportion as last year.TV was still play an important role as key media.


Billion Baht

Comparative Media Expenditure by Medium (‘000 Baht)2007 (Jan-Dec) vs. 2008 (Jan-Dec)

+0.3%

569

560

926

1,328

4,310

4,160

4,440

4,173

5,801

5,589

5,949

6,568

14,826

14,482

50,302

48,842

0 2,000 4,000 6,000 8,000 10,000 12,000

In-Store

Transit

Cinema

Outdoor

Magazine

Radio

Press

Television

2007 2008

-0.04%

-0.02%

+0.09%

-0.03%

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.


-0.06%

-0.04%

-0.02%

Comparative Top Ten Spending by Sections2007 (Jan-Dec) vs. 2008 (Jan-Dec)

Only Motor Vehicle & Non Alcohol increased spent.

5,608

5,593

4,988

3,634

3,416

3,155

6,009

5,014

5,465

2,919

Skin care

Communication

Government

Leisure

Motor Vehicle

Non Alcohol

Real Estate

Retail Stores

Toiletries

Hair Preparations

5,417

3,396

3,258

2,826

2,734

5,628

5,585

5,177

4,958

5,295

Skin care

Motor Vehicles

Communications

Non Alcohol

Leisure

Government

Retail Stores

Real Estate

Toiletries

HairPreparations

Unit: Million Bath

20082008

+11%+11%

-6%-6%

-5%-5%

+6%+6%

20072007

-3%-3%

-11%-11%


-1%-1%

-10%-10%

-10%-10%

-6%-6%

4,417

1,730

1,483

1,423

1,237

1,140

1,125

1,063

1,048

1,045

Unilever

P&G

Toyota

L'OREAL

AIS

Osotspa

Beiersdorf

PTT

Nestle

Colgate

1,714

1,508

817

808

805

737

5,274

712

1,358

892

Unilever

P&G

AIS

Toyota

Office of PM

L'OREAL

Beiersdorf

Osotspa

Nestle

DTAC

Comparative Top Ten Spending by Advertisers2007 (Jan-Dec) vs. 2008 (Jan-Dec)

+21%+21%

Unit: Million Bath

20072007 20082008

+1%+1%

-16%-16%

+13%+13%

+5%+5%

+9%+9%

-3%-3%

Unilever the biggest FMCG company tremendously decreased their AdEX by 16%

-18%-18%

+48%+48%


-3%-3%

678

668

645

592

586

570

495

495

479

476

Cinema (Thai)

Office of PM

POND'S Facial

PTT

Toyota Pickups

Happy

Coke

Cinema (Western)

Breeze

Oil of Olay

862

715

607

574

563

873

510

452

653

618

Office of PM

Pond's Facial

Wat-thu-mong-kol

Cinema (Thai)

Toyota Pickups

Oil of Olay

M Energy

Coke

Happy

Breeze

Comparative Top Ten Spending by Brands2007 (Jan-Dec) vs. 2008 (Jan-Dec)

Unit: Million Bath

20072007 20082008

PTT was huge increased their AdEx spent at 145% to mainly support Biodiesel and Corporate campaign.

+4%+4%

-23%-23%

+22%+22%

+145%+145%

+12%+12%

+6%+6%

-25%-25%


-5%-5%

-12%-12%

-21%-21%

Media Update

Television

TV Audience Viewership

& Programs Up-Date

29 28

22 21 23 25 26 2421

25 2629

32 32 31 29 30 28 30 30

3632 33 35

31 31

25 25 25 2320 22

29 30

6 5 6 6 7 7 7 8 7 6 8 9 97 7 7 5 7 8 8 8 7 6 8 6

9 8 8 7 7 8 6 8 811 9

42 4246 45 45

41 42 4044 43 41

36 3740 42

45 46 44 42 43

36

4238 40 38

41 40

48 46 4744

51 50

4447

11 11 12 13 12 12 11 11 10 9 9 10 9 10 10 9 9 9 9 8 9 10 9 9 10 10 10 10 9 9 9 10 10 9 10 10

2 2 2 3 2 3 2 2 2 2 25

2 2 2 2 2 2 2 2 2 2 2 3 2 3 2 4 4 6 710

6 5 6 5

11 12 12 11 12 12 1215 17 15 14 13

11 9 9 8 8 10 9 9 9 9 8 94

3332

40

0

10

20

30

40

50

60

J'06 F M A M J J A S O N D J'07 F M A M J J A S O N D J'08 F M A M J J A S O N D

CH3 CH5 CH7 CH9 NBT TITV

31 31 30 29 30 29 29 30

2628

3129

2628

2630 31

3331

33 3229

33 34 33 3228 28

30

2629 30

3436

9 8 8 9 9 9 9 8 9 8 8 8 9 8 86 7 7 7 7 7 7 7 7 7 8 7 7 7 6 6 6 7 6 7 7

34 34 35 36 3633

35 3537

39

3432

4244

46

40 41

3639

35 3537 38 38 38 39 40

4240 41

37 3841 4241

11 11 11 1210

12 11 11 10 9 9 911 10 9 8 8 9 9 10 11 10 9 9 9 9 9 10 10

1210 10 10 10 1110

4 4 4 4 4 5 4 4 4 4 3

8

2 2 1 3 3 42

4 4 3 35

3 4 3 4 47 8

12

7 6 7 7

12 12 11 11 11 12 12 13 14 13 14 1310 8 9

12 12 1311 12 12 11 11 12

58

333336

0

5

10

15

20

25

30

35

40

45

50

J 06

F M A M J J A S O N D J 07

F M A M J J A S O N D J08

F M A M J J A S O N D

Non Prime Time

Prime Time (18:15-22:20)

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.

Source : AGB Nielsen Media Research (Arianna 2008)

Channel Share of Audience : Weekday A. 20+ All SES, Nationwide : Y2008 (Jan – Dec)

40

5348

32 29 3227

21 24

4235

42

3325 25

3034 31 33

7

56

44

4

5

78

4

8

6

4

312

12 6 810

30

25 30

4545

42

38

56 4927

28

30

3649

4542

4340

35

8

55

79 9

11

55

811

913

99 8

810 10

76 4 5 6 5

8

5 66 8

7 9 53 4 5 5 4

8 6 6 7 7 711

6 711 10

5 5 8 6 4 5 6 6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

TPBS

NBT

CH9

CH7

CH5

CH3

Ch 7 still gain the highest share for News, Thai drama and

Entertainment during prime time to late night

Ch 3 has the highest rating for Rueng Lao Chao Nee news program in the morning.

Rueng Den Yen Nhee


Thai Drama Re-run

Channel Share of Audience : Weekend A. 20+ All SES, Nationwide : Y2008 (Jan – Dec)

23 23

1115

2935

2921 18 19 21

25 25 26 24 27 2418 17

7 7

2

5

5

5

5

11 1912

12 6 8 313 8

5

8 7

4044

70 55

4739

39 42

46

4738

24

28

48

46 48

48

4452

98

10

158 9

1114

7

9

14

3627

117 8

11

14

1013 8

36 4 5

65 4

7 85 7 5 3 4 5

65

8 103 5 6 6

106 5 6 7 4 4 6 6 5 6

10 8

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

TPBS

NBT

CH9

CH7

CH5

CH3

Morning program was dominated by Thai Folk Drama & Korean Series on CH7

CH 9 Sit-com programs

CH3 Rueng Lao Sat-Sun still be popular

Ch7 still got highest audience share for both prime time & late night

program on weekend


Program Name Date/TimeDate/Time ChannelChannelAverage TVRAverage TVR

1. Thida Wa Norn Mon-Sun/ 18.45-19.40 719.2

2. Kom Faek Mon-Tue/ 20.30-22.30 718.9

3. Sat-Tru Khoo Kwan Mon-Sun/ 18.45-19.40 715.4

4. Sa-Wan Bieng Wed-Thu/ 20.30-22.30 315.0

5. Dao Puean Din Wed-Thu /20.30-22.30 714.2

6. Suparbburus Sa-Tarn Fri-Sun/ 20.30-22.30 714.6

7. A-Nu-Parb Poh Khun Ram… Mon-Sun/ 18.45-19.40 714.1

8. Yoei Fah Tah Din Fri-Sun/ 20.30-22.30 713.9

9. Kehas Saeng Jan Mon-Sun/ 18.45-19.40 713.6

10. Pah Loke Ban-Terng Mon-Sun/ 18.45-19.40 713.3

Top Ten Thai Drama: January – December 2008Target: Adult 20+ Nationwide

• Ch7 dominated all top ten Thai drama.

Source : ACNielsen Arianna 2007 (January – December 2008)

Program NameProgram Name Date/TimeDate/Time ChannelChannelAverage TVRAverage 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

• The most of top 10 variety program were on-air during prime time, holiday and weekend.

Top Ten Variety: January – December 2008Target: Adult 20+ Nationwide


Program NameProgram Name Date/TimeDate/Time ChannelChannelAverage TVRAverage 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

• Work point still have more high rating program in top 10 game show

ranking the most when compared with other.

Top Ten Variety: January – December 2008Target: Adult 20+ Nationwide


New Program

in year 2009

New TV Programs in Y2009 (January – March)

แม่�ค้�าขนม่หวาน:Launching Date : January 2009Channel : 3Airing Time : Mon-Tue 20.20-22.20Program Content : Thai Drama

บริ�ษั�ทบ�าบ�ดแค้�น :Launching Date : January 2009Channel : 3Airing Time : Wed-Thu 20.20-22.20Program Content : Thai Drama

ค้�ณแม่�จำ�าแลง :Launching Date : September 2008Channel : 3Airing Time : Fri-Sun 20.30-22.00Program Content : Thai Drama

พ่�อม่าล�ยริ�ม่ทาง:Launching Date : January 2009Channel : 3Airing Time : Mon-Fri 19.15-19.45Program Content : Thai Drama


ล�ซาน จำอม่บ�ลล�งก์�พ่ล�ก์แผ่�นด�น:Launching Date : December 2008Channel : 3Airing Time : Sat-Sun 18.00-20.00Program Content : Korean Series


อาท�ตย�ชิ�งดวง: Launching Date : January 2009Channel : 5Airing Time : Mon-Thu 20.25-21.20Program Content : Thai Drama

บางจำะเก์ริ%ง: Launching Date : January 2009Channel : 5Airing Time : Mon 22.25-23.20Program Content : Variety


ท�น พ่ล�ส โชิว�: Launching Date : January 2009Channel : 5Airing Time : Mon-Thu 20.25-21.20Program Content : Thai Drama

ซ�ม่ว�นอาค้�นต�ก์ะ: Launching Date : January 2009Channel : 5Airing Time : Sat 14.50-15.40Program Content : Variety


Journey Thailand: Launching Date : January 2009Channel : 5Airing Time : Sat 22.20-23.15Program Content : Travel

ชิ�ส ท�ว�: Launching Date : January 2009Channel : 5Airing Time : Sun 10.05-11.45Program Content : Variety


อ�นเทรินด�: Launching Date : January 2009Channel : 5Airing Time : Sun 16.35-17.00Program Content : Variety

ม่หก์ริริม่ค้อนเสริ�ต�ล(ก์ท��ง ททบ5. : Launching Date : January 2009Channel : 5Airing Time : Sun 18.05-19.00Program Content : Live Concert


เจำ�าหญิ�งล�าซ�*ง :Launching Date : December 2009Channel : 7Airing Time : Wed-Thu 20.30-22.30Program Content : Thai Drama

พ่ล�ก์ฟ้,า ล�าตะว�น :Launching Date : January 2009Channel : 7Airing Time : Mon-Tue 20.30-22.30Program Content : Thai Drama


ม่นตริาแห�งริ�ก์:Launching Date : January 2009Channel : 7Airing Time : Fri-Sun 20.30-22.30Program Content : Thai Drama

ด�าข�า:Launching Date : TBCChannel : 7Airing Time : Fri-Sun 20.30-22.30Program Content : Thai Drama


ริ�ก์น�-เค้�ยงตะว�น:Launching Date : January 2009Channel : 7Airing Time : Mon-Sun 18.45-19.40Program Content : Thai Drama

เพ่ริาะริ�ก์น�-ม่�อาจำล.ม่ :Launching Date : January 2009Channel : 7Airing Time : Sat-Sun 09.15-11.10Program Content : Korea Series


เทพ่ส�งวาลย�:Launching Date : January 2009Channel : 7Airing Time : Sat-Sun 08.15-09.00Program Content : Thai Folk Drama

ชิ�ดหม่อ :Launching Date : January 2009Channel : 7Airing Time : Sun 17.00-17.30Program Content : Health variety


Sea Series:Launching Date : January 2009Channel : 9Airing Time : Mon 22.15-23.05Program Content : Documentary

Hot Blood Guyz: Launching Date : January 2009Channel : 9Airing Time : Sun 10.00-11.00Program Content : Variety


Sea Series:Launching Date : January 2009Channel : 9Airing Time : Mon 22.15-23.05Program Content : Documentary

เน.-อค้(�ปริะต(ถั�ดไป : Launching Date : October, 2008Channel : 9Airing Time : Sat 14.00-15.00Program Content : Sit-com


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 3 had the trend to gain high rating especially because of

news talk program that was effected from political protest and election news.

For CH 7, it still take advantage from the high rating of Korean series, Variety and

Game Show program.

For the rating on Weekday and Weekend, it did not have any important fluctuation.

> For Weekday, CH 3 still strong in News and Current affair program in the morning and evening,

while CH 7 mainly gained rating from Thai drama, Variety and Game Show.

> For Weekend, CH 3 gained high rating from news and current affair at noon, while CH 7 still be

strong in Thai Folk Drama and Korean Series in the morning and Thai drama, Variety and

Game

Show during prime time.

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 Ruenglaochaonee, Ruenglao sao artit and Kao

sam miti.

CH5 was no significant change of rating.

CH7 increased rating in during prime time because the story of Thai drama could

touch the mass target that lead to gain the highest rating from all target group.

For non prime time, Ch. 7 also had the strong content in variety and game show

including Asian series’ story that generated high rating, so the overall rating still be

stable.

CH 9 focused on “Edutainment TV” concept and the rating remained stable.

NBT were no significant change of rating.

Top 10 ranking of Bangkok radio stationAdult 20+, All SES : October-December 2008

Source : Radio Advisor in December 2008 – Total population 7,470,000 peoples

: Ranking was base on December 2008 round

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

Listenership ('000) Listenership ('000) Listenership ('000)Y2008 (Oct) Y2008 (Nov) Y2008 (Dec)

1 Loog Tung Mahanakorn FM 95 Loog Tung 2,143 2,468 2,467 2 Cool FM FM 93 Thai Song 820 781 880 3 Seed FM FM 97.5 Thai / Inter Song 611 691 699 4 Loog Tung Thailand FM 88.5 Loog Tung 674 769 683 5 Virgin Hitz FM 95.5 Thai / Inter Song 386 593 505 6 FM One + Bus Sound FM 103.5 Thai Song 431 531 485 7 Jor Sor 100 FM 100 Traffic / News 321 477 368 8 Green Wave FM 106.5 Thai Song 350 373 366 9 Active99 FM 99.0 Sport/ Travelling 322 285 323 10 Easy FM FM 105.5 Inter Song/ News 253 346 299

No. Titles Stations Format

Radio major movement in October – December 2008

Station 2008 2009

FM.103 Virgin soft

As Virgin soft has not continued the concessionaire

with the station since 31st Dec, therefore FM Max

94.5 has moved in since then.

FM.94.5 MAXNew Station " Look Thung FM" operated by K'

Wittaya Supornopard

FM.99.5Closed of Advance Radio at the end of Oct'08FM.96.0 Ruam Duay Chuay Kan has moved in.

FM.96.0 Ruam Duay Chuay Kan FM.90.0 Spot Radio has moved in.

FM.90.0 Sport RadioNew Station " Balance FM" operated by

" Key to Radio Co.,Ltd. "

FM.89.0 Banana FM 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 : Adult 25 – 35 Middle,

Bangkok Secondary Target : 20 – 40 Middle, Bangkok Cover

- Bangkok and perimeter

Newspaper

Totals 46,343 Totals 46,343 Totals 46,343 Totals 46,343TITLE Y08-1 TITLE Y08-2 TITLE Y08-3 TITLE Y08-4THAI RATH 11,076 THAI RATH 10,732 THAI RATH 10,904 THAI RATH 11,029DAILY NEWS 6,072 DAILY NEWS 6,042 DAILY NEWS 6,133 DAILY NEWS 6,109KHAO SOD 1,119 KHAO SOD 987 KHAO SOD 1,003 KHAO SOD 939MA-TI CHON 868 MA-TI CHON 788 MA-TI CHON 806 MA-TI CHON 827KOM CHAD LUEK 817 KOM CHAD LUEK 557 KOM CHAD LUEK 563 KOM CHAD LUEK 496SPORT POOL 444 SIAM KEE-LA STAR'S SOCCER 338 SIAM KEE-LA STAR'S SOCCER 353 SIAM KEE-LA 392PHOO-JAD-KARN WKLY 315 SPORT POOL 289 SPORT POOL 305 SPORT POOL 322STAR'S SOCCER 294 PHOO-JAD-KARN WEEKLY 278 PHOO-JAD-KARN WEEKLY 271 SIAM KEE-LA STAR'S SOCCER 276SPORT MAN 258 SIAM KEE-LA 174 SIAM KEE-LA 169 PHOO-JAD-KARN WEEKLY 174SIAM KEE-LA 201 KRUNGTHEP TURAKIJ 154 KRUNGTHEP TURAKIJ 159 PHOO JAD KARN DAILY 127PHOO JAD KARN DAILY 182 PHOO JAD KARN DAILY 149 PHOO JAD KARN DAILY 125 KRUNGTHEP TURAKIJ 121KRUNGTHEP TURAKIJ 179 THARN SEJTAKIJ 98 BANGKOK POST 94 BANGKOK POST 112THARN SEJTAKIJ 163 SIAM RATH 85 SPORT MAN 92 THARN SEJTAKIJ 102PRACHACHART TURAKIJ 107 SPORT MAN 84 THARN SEJTAKIJ 92 MUAY SIAM 94SIAM BANTERNG 104 BANGKOK POST 78 SIAM RATH 87 POST TODAY 86SIAM RATH 100 SIAM BANTERNG 75 SIAM BANTERNG 81 SIAM BANTERNG 72BAHN MUANG 95 BAHN MUANG 71 POST TODAY 79 PRACHACHART TURAKIJ 63KICK OFF 77 KICK OFF 68 BAHN MUANG 71 SIAM RATH 52BANGKOK POST 71 POST TODAY 63 KICK OFF 65 BAHN MUANG 46POST TODAY 69 PRACHACHART TURAKIJ 50 BANGKOK TODAY 52 SPORT MAN 46

Top 20 NewspapersAdults 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

Source : AGB Nielsen Media Research IMS

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

• 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

Top 20 MagazinesAdults 20+ All SES, Nationwide

Source : AGB Nielsen Media Research IMS

Totals 46,343 Totals 46,343 Totals 46,343 Totals 46,343TITLE Y08-1 TITLE Y08-2 TITLE Y08-3 TITLE Y08-4TV POOL 1,287 TV POOL 1,439 TV POOL 1,474 TV POOL 1,624KHOO-SANG KHOO-SOM 1,275 KHOO-SANG KHOO-SOM 1,093 KHOO-SANG KHOO-SOM 1,085 KHOO-SANG KHOO-SOM 990KHAI HUA ROH 726 KHAI HUA ROH 677 KHAI HUA ROH 667 KHAI HUA ROH 636DARA PHARB-PA-YONT 648 DARA PHARB-PA-YONT 497 SPICY 528 MAHA SANUK 577MAHA SANUK 459 SPICY 487 DARA PHARB-PA-YONT 514 DARA PHARB-PA-YONT 468KWAN RUEAN 433 MAHA SANUK 478 MAHA SANUK 477 SPICY 364PRAEW 327 KWAN RUEAN 419 KWAN RUEAN 437 KWAN RUEAN 357KULA SATRI 325 PRAEW 282 KULA SATRI 287 STAR NEWS 281SPICY 324 KULA SATRI 271 BANGKOK 276 KULA SATRI 243DI-CHAN 289 BANGKOK 260 PRAEW 274 PRAEW 243CHEEWIT JING 288 CHEEWIT JING 242 CHEEWIT JING 237 BAHN LAE SUAN 234MA-TI CHON SUD SUBDHA 275 MA-TI CHON SUDSUBDHA 224 BAHN LAE SUAN 233 GOSSIP STAR 218LISA WEEKLY 255 DI-CHAN 222 MA-TI CHON SUD SUBDHA 230 LISA WEEKLY 211BAHN LAE SUAN 245 BAHN LAE SUAN 213 DI-CHAN 224 STAR'S SOCCER 208CHEEWAJIT 240 LISA WEEKLY 212 LISA WEEKLY 220 CHEEWAJIT 204STAR'S SOCCER 233 CHEEWIT RAK 195 CHEEWIT RAK 206 BANGKOK 200BANGKOK 217 CHEEWAJIT 194 CHEEWAJIT 200 MA-TI CHON SUD SUBDHA 185CHEEWIT RAK 197 STAR NEWS 152 STAR NEWS 163 LAENG ROT 166STAR NEWS 173 OOPS 128 OOPS 152 OOPS 156OOPS 170 STAR'S SOCCER 117 STAR'S SOCCER 132 DI-CHAN 136

New Magazine

ค้(�ห(เด�นทาง Content : Travel & Lifestyle

Frequency : Monthly

Launching : September 2008

Price : Free Copy

Distribution : Transport bus (บขส) e.g. Mo Chit,

Ekamai, South Department Motor Vehicle (ขนส�งสายใต้�)

Magazine Movement in Q4, 2008

Kazz Mini Content : Teenage

Frequency : Monthly

Launching : September 2008

Price : 55 baht


Move Content : Fashion

Frequency : Monthly

Launching : October 2008

Price : 90 baht

Hey! Content : Model

Frequency : Monthly

Launching : October 2008

Price : 199 baht


Cosmetic Content : Health & Beauty

Frequency : Monthly

Launching : November 2008

Price : 70 baht

Dguy Content : Model

Frequency : Monthly

Launching : Novemberr 2008

Price : 190 baht

Woman & Home (Top magazine from England)

Content : Woman & Lifestyle

Frequency : Monthly

Launching : November 2008

Price : 90 baht


Hug Content : General

Frequency : Monthly

Launching : December 2008

Price : 30 baht

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 Ong-Sa” start on 1 Dec’08

Interactive Media

4,9124,392

3,619

2,234

109

4

7

0

2,000

4,000

6,000

8,000

2005 2006 2007 2008 (Oct)

0

2

4

6

8

10

12

Net Users(Age: 15+)

Net User %

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

Pop (‘000)

Penetration rate has still continued to growReach% is even better for young adults people, already reaching higher than 40% of age 15-29 in 2008

1,585

1,287

1,015955

4438

2532

0

500

1,000

1,500

2,000

2005 2006 2007 2008 (Oct)

0

10

20

30

40

50

Net Users(Age: 15-29MU BU)

Net User %

Pop (‘000)

Online acts as substitute media of MagazineBeen already surpassed magazine media, especially for 15-29 people

109

47

12151516

0

4

8

12

16

20

2005 2006 2007 2008 (Oct)

Net User % Magazine Users %

4440

2532 35

36

37

46

10

20

30

40

50

60

2005 2006 2007 2008 (Oct)

Net User % Magazine Users %

Year%TV 93 93 94 95Radio 37 40 39 38Cinema (7 days) 2 2 2 2Internet 4 7 8 10OOH (7 days) 37 29 30 48Newspaper 29 27 30 30Magazine 16 15 15 12Mobile 47 55 62 63

2005 2006 2007 2008 (Oct)

Target: Adults 15+ NA

YearEst. Pop (000)TV 96 96 96 97Radio 53 50 51 45Cinema (7 days) 13 13 13 7Internet 25 32 40 44OOH (7 days) 70 64 63 85Newspaper 63 57 58 59Magazine 46 37 36 35Mobile 76 80 88 90

2008 (Oct)

Target: Adults 15-29, BU, MU2005 2006 2007


Expect continue of higher growth of Online from new Trend of Netbook for Net UsersNetbook 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=705http://en.wikipedia.org/wiki/Netbook

12% 8% 9% 11%

30%23% 23% 22%

19%

19% 18% 15%

16%

13% 14% 17%

9%

12% 11% 10%

6%

7% 7% 8%

5%12% 12% 12%

2% 5% 6% 6%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008 (Oct)

12-14 15-19 20-24 25-29 30-34 35-39 40-49 50+

65%54%

23% 36%

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


Online: Daytime Activities90% 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

5

10

15

20

25

30

5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

2

4

6

8

10

12

14

16

Net: Weekday Net: Weekend TV

0.8 1.4

55.4

18.5

16.3

7.1

DAILY

SEVERAL TIMES A WEEK

ONCE A WEEK

SEVERAL TIMES A MONTH

ONCE A MONTH

LESS OFTEN

Source: AGB Nielsen Media Research (Oct, 2008)All Internet User (Sample 1,780 / Est. Pop. 8,842,000)

Mobile Market

3.2

13.218.0

22.5 25.634.5

46.951.1

4.4

4.23.6

3.83.9

4.8

5.15.3

58.9

0

10

20

30

40

50

60

70

2001 2002 2003 2004 2005 2006 2007 2008 (J-J) 2009(Est.)

ProjectionPost-paidPre-paid

58.956.452.0

39.3

29.526.4

21.617.5

7.6

Total Mobile Subscriber

Continue Growth of mobile users, expecting to reach 85% of the population in 2009.

Pre-paid system gains huge usage with higher than 90%

Million Subscriber

Source: ICT / Kasikorn Research (www.krc.co.th) & IDC ResearchTotal Population (2007: 63.1 million / 2008: 66 million)

85%

888586717258

67

33 4228 29

14 15 12

0

20

40

60

80

100

2002 2003 2004 2005 2006 2007 2008

99928584687565

35 25 3216 15 8 1

0

20

40

60

80

100

2002 2003 2004 2005 2006 2007 2008

%

%

%

Source: Nielsen Media Research (Adquest Millennium)

86777054645455

45 46 36 4630 23 14

0

20

40

60

80

100

2002 2003 2004 2005 2006 2007 2008

So, more than 85% of ADEX promoting on Pre-Paid system

3 key mobile operators in Thai market, leading by AIS

Source: http://www.ktb.co.th/ktbweb/public/en/data/invest_research/invest_eco_bus/eco_statistics/media/English_table_16.pdf

46

31

23

AIS DTAC TRUE MOVE

AIS % DTAC % True Move %Pre-Paid 23,624,700 91 15,246,160 87 12,180,947 94Post-Paid 2,340,000 9 2,186,773 13 774,726 6

25,964,700 17,432,933 12,955,673

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 withINCOMING SMS

BANNER AD with

INCOMING CALL

Banner Ad

Number of Caller

Banner Ad

1 receive SMS message

Out of HomeNew OOH Update

Cart Media in Suvarnnaphum

Media Cost: 450 Baht/ Unit/ Month

Production Cost: Sticker 1,500 Baht/ Unit

Start from: 1st Feb 2009

**Minimum 5,000 units 3 years

For Luggage Model: X312/320-LG4

For ShoppingModel: G406-LW2

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 (ว�น)

**Minimum 1 year sponsorship

Glass Lift @ Central Festival Pattaya Beach Media & Cost :

1. Glass Lift 1 Unit 385,000 Baht / Month

2. Vacancy Panel 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 / MonthSpecial 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)

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 SizeImage 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

7-8 Fl. Central 7-8 Fl. Central WorldWorld

Freeform Gateway C2 @ Centerpoint (2)

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.




Meeting Pole @ Centerpoint (3)

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)




Step Motion @ Centerpoint (4)

Media Type : Interactive system

No. of Media : 1 Unit

Image Size : 8 x 2.4 M.

Overall Size : 8 x 2.4 M.


Production Special : 50,000- 100,000 Baht


Trivision Bar @ Centerpoint (5)

Media Type : Trivision

No. of Media : 1 Panel

Image Size : 1.7x 7.6 M.(3 Images)

Overall size : 2 x 7.9 M.


Production Special : 60,000Baht


Play Wall @ Centerpoint (6)

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.


Production Special : 10,000 Baht


Screen Ad @ Centerpoint (7) Screen Ad

Rights of owning Air time to show…

1. TVC Ad2. Special Scoop3. Animation 4. Presentation

Cost : 150,000 Baht/ Month

Length of Spot : 30 sec

• 9 LCDs (size 46” & 40” )• 1 Projection Screen Gate Way C2


Live Show Weekday @ Centerpoint (8)

Live Show View (Weekday)


1. TVC Ad2. Special Scoop3. Animation 4. Presentation5. Live

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)


1. TVC Ad2. Special Scoop3. Animation 4. Presentation5. Live

Cost : 300,000 Baht/ Month Length of Spot : 30 sec Added Value : 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

2008 Thailand Media Scene Jan – Dec 08. Billion Baht % Change +16.1% +17.6 +15.1% +5.5% +5.1%...

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Transcript of 2008 Thailand Media Scene Jan – Dec 08. Billion Baht % Change +16.1% +17.6 +15.1% +5.5% +5.1%...