Thailand (Bualuang): Media - Stick with TV operators

  • Apr—overall ad spend jumped YoY (down 6% MoM)
  • OOH eyeball counts for Apr dropped to Jan levels
  • Ad spend shifts to TV

Ad spend shot up YoY in Apr, due to the low base set by Apr 2020 (a hard lockdown). The third COVID-19 outbreak will affect overall ad spend in May, but less severely than the initial 2020 outbreak. We like TV operators—the biggest beneficiary of lockdowns. Ad spend will shift to TV. Our top picks are WORK and BEC.

Apr—overall ad spend jumped YoY (down 6% MoM)

Total ad spend was Bt8.2bn in Apr, up 33% YoY but down 6% MoM, according to Nielsen. Five media sub-categories reported YoY ad spend rises—in-store (up by 65% YoY and 18% MoM), TV (up 36% YoY but down 5% MoM), outdoor (up by 18% YoY and 7% MoM), radio (up 3% YoY but down 4% MoM). Cinema reported ad spend of Bt380m in Apr, against zero in Apr 2020 because all cinemas in Thailand were ordered shut in Apr 2020 during the hard lockdown.

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