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2008 Thailand Media Scene Jan – Dec 08

2008 Thailand Media Scene Jan – Dec 08. Thailand Media Expenditure 2002 – 2008 (Jan-Dec). Y2008 advertising expenditure slightly decreased at 1.6%. Billion Baht. -1.6%. % Change +16.1% +17.6 +15.1% +5.5% +5.1% +4.5% -1.6%.

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2008 Thailand Media Scene Jan – Dec 08

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  1. 2008 Thailand Media SceneJan – Dec 08

  2. Thailand Media Expenditure2002 – 2008 (Jan-Dec) Y2008 advertising expenditure slightly decreased at 1.6% Billion Baht -1.6% % 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

  3. 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 65,300 75,174 79,348 83,398 87,124 63,575 63,325 (Mill. Baht) Source : 2002-2008 YTD AC Nielsen (Adquest Millennium) ** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing

  4. 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. -0.03% -0.02% +0.09% -0.04% -0.06% -0.04% +0.3% -0.02% Billion Baht Source : 2007-2008 YTD AC Nielsen (Adquest Millennium) ** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing

  5. Comparative Top Ten Spending by Sections2007 (Jan-Dec) vs. 2008 (Jan-Dec) • Only Motor Vehicle & Non Alcohol increased spent. Unit: Million Bath -6% +11% -3% +6% -5% -11% -1% -10% -10% 2007 -6% 2008 Source : 2007-2008 YTD AC Nielsen (Adquest Millennium) ** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing

  6. Comparative Top Ten Spending by Advertisers2007 (Jan-Dec) vs. 2008 (Jan-Dec) • Unilever the biggest FMCG company tremendously decreased their AdEX by 16% Unit: Million Bath -16% +1% +9% +21% -18% -3% +5% +48% -3% +13% 2007 2008 Source : 2007-2008 YTD AC Nielsen (Adquest Millennium) ** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing

  7. Comparative Top Ten Spending by Brands2007 (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 +4% -23% -25% +145% -5% +12% -12% +22% +6% -21% 2007 2008 Source : 2007-2008 YTD AC Nielsen (Adquest Millennium) ** Excluded CD’s/ VDO & Musical/Products Classified/ House Ads/Media & Marketing

  8. Media Update

  9. Television

  10. TV Audience Viewership & Programs Up-Date

  11. Channel Share :Prime Time vs. Non Prime TimeA. 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) Non Prime Time Source : AGB Nielsen Media Research (Arianna 2008)

  12. Channel Share of Audience : WeekdayA. 20+ All SES, Nationwide : Y2008 (Jan – Dec) 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. Thai Drama Re-run Rueng Den Yen Nhee Source : AGB Nielsen Media Research (Arianna 2008)

  13. 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 CH 9 Sit-com programs Ch7 still got highest audience share for both prime time & late night program on weekend CH3 Rueng Lao Sat-Sun still be popular Source : AGB Nielsen Media Research (Arianna 2008)

  14. Top Ten Thai Drama: January – December 2008Target: Adult 20+ Nationwide • Ch7 dominated all top ten Thai drama. • Program NameDate/TimeChannelAverage TVR • Thida Wa Norn Mon-Sun/ 18.45-19.40 7 19.2 • Kom Faek Mon-Tue/ 20.30-22.30 7 18.9 • Sat-Tru Khoo Kwan Mon-Sun/ 18.45-19.40 7 15.4 • Sa-Wan Bieng Wed-Thu/ 20.30-22.30 3 15.0 • Dao Puean Din Wed-Thu /20.30-22.30 7 14.2 • Suparbburus Sa-Tarn Fri-Sun/ 20.30-22.30 7 14.6 • A-Nu-Parb Poh Khun Ram… Mon-Sun/ 18.45-19.40 7 14.1 • Yoei Fah Tah Din Fri-Sun/ 20.30-22.30 7 13.9 • Kehas Saeng Jan Mon-Sun/ 18.45-19.40 7 13.6 • Pah Loke Ban-Terng Mon-Sun/ 18.45-19.40 7 13.3 Source : ACNielsen Arianna 2007 (January – December 2008)

  15. Top Ten Variety: January – December 2008Target: Adult 20+ Nationwide • The most of top 10 variety program were on-air during prime time, • holiday and weekend. • Program NameDate/TimeChannelAverage TVR • At Ten Tue/22.30-24.30 3 9.8 • Ching Roi…Wan Yud Holiday 7 5.4 • Jor…Jee Sat/16.00-17.00 7 4.9 • Mom Show Sat/20.15-21.10 5 4.3 • Ching Cha Sa Wan Sat/16.00-18.00 9 6.3 • Talaad Sod Sa-Nam Pao Sun/ 20.10-21.00 5 4.0 • Ratee Samosorn Wed/ 23.00-24.00 3 3.9 • Jan Pan Dao Mon/22.30-23.30 7 3.7 • Wan Warn Yang Wharn Yoo Fri/22.25-23.25 7 3.6 • Tee Taai Krua Sun/13.30-14.15 3 3.0 Source : ACNielsen Arianna 2007 (January – December 2008)

  16. Top Ten Variety: January – December 2008Target: Adult 20+ Nationwide • Work point still have more high rating program in top 10 game show • ranking the most when compared with other. • Program NameDate/TimeChannelAverage TVR • Tah Khun Nae? Mon-Fri/19.15-19.45 3 8.3 • Ching Roi Ching Lan Wed/22.25-23.55 7 4.6 • Game 1000 nah Sun/12.00-13.00 7 4.5 • Plod Nhee Sat/14.45-15.15 7 4.4 • Set Thee Kwam Roo Mon-Sun/18.00-18.30 TITV 3.4 • Game Tosakan Chuay Kru Tai Mon-Fri/19.00-19.30 9 3.3 • Asschariya Karm Kuean Mon/22.20-23.20 3 3.1 • Roo Jing Pa Fri/22.00-22.30 3 3.0 • Suek 12 Rasee Sun/12.00-12.45 3 2.9 • Game Tosakan Dek Sat-Sun/19.00-19.30 9 2.7 Source : ACNielsen Arianna 2007 (January – December 2008)

  17. New Program in year 2009

  18. New TV Programs in Y2009 (January – March) • แม่ค้าขนมหวาน: • Launching Date : January 2009 • Channel : 3 • Airing Time : Mon-Tue 20.20-22.20 • Program Content : Thai Drama • บริษัทบำบัดแค้น : • Launching Date : January 2009 • Channel : 3 • Airing Time : Wed-Thu 20.20-22.20 • Program Content : Thai Drama

  19. New TV Programs in Y2009 (January – March) • คุณแม่จำแลง : • Launching Date : September 2008 • Channel : 3 • Airing Time : Fri-Sun 20.30-22.00 • Program Content : Thai Drama • พ่อมาลัยริมทาง: • Launching Date : January 2009 • Channel : 3 • Airing Time : Mon-Fri 19.15-19.45 • Program Content : Thai Drama

  20. New TV Programs in Y2009 (January – March) • ลีซาน จอมบัลลังก์พลิกแผ่นดิน: • Launching Date : December 2008 • Channel : 3 • Airing Time : Sat-Sun 18.00-20.00 • Program Content : Korean Series

  21. New TV Programs in Y2009 (January – March) • อาทิตย์ชิงดวง: • Launching Date : January 2009 • Channel : 5 • Airing Time : Mon-Thu 20.25-21.20 • Program Content : Thai Drama • บางจะเกร็ง: • Launching Date : January 2009 • Channel : 5 • Airing Time : Mon 22.25-23.20 • Program Content : Variety

  22. New TV Programs in Y2009 (January – March) • ทีน พลัส โชว์: • Launching Date : January 2009 • Channel : 5 • Airing Time : Mon-Thu 20.25-21.20 • Program Content : Thai Drama • ซัมวันอาคันตุกะ: • Launching Date : January 2009 • Channel : 5 • Airing Time : Sat 14.50-15.40 • Program Content : Variety

  23. New TV Programs in Y2009 (January – March) • Journey Thailand: • Launching Date : January 2009 • Channel : 5 • Airing Time : Sat 22.20-23.15 • Program Content : Travel • ชีส ทีวี: • Launching Date : January 2009 • Channel : 5 • Airing Time : Sun 10.05-11.45 • Program Content : Variety

  24. New TV Programs in Y2009 (January – March) • อินเทรนด์: • Launching Date : January 2009 • Channel : 5 • Airing Time : Sun 16.35-17.00 • Program Content : Variety • มหกรรมคอนเสริต์ลูกทุ่ง ททบ.5: • Launching Date : January 2009 • Channel : 5 • Airing Time : Sun 18.05-19.00 • Program Content : Live Concert

  25. New TV Programs in Y2009 (January – March) • พลิกฟ้า ล่าตะวัน : • Launching Date : January 2009 • Channel : 7 • Airing Time : Mon-Tue 20.30-22.30 • Program Content : Thai Drama • เจ้าหญิงลำซิ่ง : • Launching Date : December 2009 • Channel : 7 • Airing Time : Wed-Thu 20.30-22.30 • Program Content : Thai Drama

  26. New TV Programs in Y2009 (January – March) • มนตราแห่งรัก: • Launching Date : January 2009 • Channel : 7 • Airing Time : Fri-Sun 20.30-22.30 • Program Content : Thai Drama • ดำขำ: • Launching Date : TBC • Channel : 7 • Airing Time : Fri-Sun 20.30-22.30 • Program Content : Thai Drama

  27. New TV Programs in Y2009 (January – March) • รักนี้เคียงตะวัน: • Launching Date : January 2009 • Channel : 7 • Airing Time : Mon-Sun 18.45-19.40 • Program Content : Thai Drama • เพราะรักนี้มิอาจลืม : • Launching Date : January 2009 • Channel : 7 • Airing Time : Sat-Sun 09.15-11.10 • Program Content : Korea Series

  28. New TV Programs in Y2009 (January – March) • เทพสังวาลย์: • Launching Date : January 2009 • Channel : 7 • Airing Time : Sat-Sun 08.15-09.00 • Program Content : Thai Folk Drama • ชิดหมอ : • Launching Date : January 2009 • Channel : 7 • Airing Time : Sun 17.00-17.30 • Program Content : Health variety

  29. New TV Programs in Y2009 (January – March) • Sea Series: • Launching Date : January 2009 • Channel : 9 • Airing Time : Mon 22.15-23.05 • Program Content : Documentary • Hot Blood Guyz: • Launching Date : January 2009 • Channel : 9 • Airing Time : Sun 10.00-11.00 • Program Content : Variety

  30. New TV Programs in Y2009 (January – March) • Sea Series: • Launching Date : January 2009 • Channel : 9 • Airing Time : Mon 22.15-23.05 • Program Content : Documentary • เนื้อคู่ประตูถัดไป : • Launching Date : October, 2008 • Channel : 9 • Airing Time : Sat 14.00-15.00 • Program Content : Sit-com

  31. 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.

  32. 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. • CH5was 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 9focused on “Edutainment TV” concept and the rating remained stable. • NBT were no significant change of rating.

  33. Radio

  34. Top 10 ranking of Bangkok radio stationAdult 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 Source : Radio Advisor in December 2008 – Total population 7,470,000 peoples : Ranking was base on December 2008 round

  35. Radio major movement in October – December 2008

  36. 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

  37. Newspaper

  38. 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

  39. 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

  40. Magazine

  41. Top 20 MagazinesAdults 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 Source : AGB Nielsen Media Research IMS

  42. New Magazine

  43. 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 (ขนส่งสายใต้) • Kazz Mini • Content : Teenage • Frequency : Monthly • Launching : September 2008 • Price : 55 baht

  44. Magazine Movement in Q4, 2008 • Hey! • Content : Model • Frequency : Monthly • Launching : October 2008 • Price : 199 baht • Move • Content : Fashion • Frequency : Monthly • Launching : October 2008 • Price : 90 baht

  45. Magazine Movement in Q4, 2008 • Dguy • Content : Model • Frequency : Monthly • Launching : Novemberr 2008 • Price : 190 baht • Cosmetic • Content : Health & Beauty • Frequency : Monthly • Launching : November 2008 • Price : 70 baht

  46. Magazine Movement in Q4, 2008 • 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

  47. 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 Ong-Sa” start on 1 Dec’08

  48. Interactive Media

  49. 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 Pop (‘000) Pop (‘000) 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

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

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