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ANNUAL REPORT 2013
GMM GRAMMY
Television Advertisement Market The study of Nielsen Media Research (Thailand) Co., Ltd., as at December 31, 2013 found that advertising expenditure on television media was equivalent to 57.83% of total ad spending in all media. Advertisement Expense on Television (Million Baht)
Source : Nielsen Media Research (Thailand) Co.,Ltd.
In the ųrst half of 2013, Thailand’s political and social situations were normal, while the economic situation registered a high growth rate, resulting in high spending on advertising through television media. In the latter half of the year, television media advertising slowed down due to the political unrest and digital TV business’s uncertainty in 2013, resulting the growth rate of advertising spending on television media in 2013 being at 1.68%, and television media remained the most used media, accounting for 60.2% of the total advertising expenditure of Baht 115,030 million.
Industry Outlook For 2014, the Company anticipates that television business is likely to grow markedly due to the entry of digital TV business, which will result in an increase of advertising time for television media, giving rise to new groups of customers with demand for television media. Particularly, small and medium enterprise (SME) groups, from the rising trend of advertising, will therefore compete for higher market shares. In such case, the media that can adapt its business to show worthiness and accessibility to target groups will ųnally be able to grow more than the competitors.