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The subscription TV market in Thailand is growing at a phenomenal rate, more than doubling in the last two years and currently standing at approximately 23% of all TV households. According to Synovate’s Media Atlas (Annual 2008), 48% of the population have access to subscription TV services in Greater Bangkok.
Thailand
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Actual
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%
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Population
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64,728,913
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|
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Total Homes
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18,668,850
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Household Size
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3.5
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TV Homes
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17,926,968
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96
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Multichannel Homes
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4,123,203
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23
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Internet Users
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13,416,000
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21
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Source: CASBAA, SNL Kagan, AGB NMR, Internet World Statistics (as of September 2009)
Piracy continues as a major problem for the subscription TV industry in Thailand. The market is divided between the only fully legitimate operator, True Visions, with around 1.2 million homes in 2008 and local cable and satellite making up the balance. Recent amendments to legislation mean that True Visions are now allowed to carry advertising, albeit at a relatively low level.
Overall, Thailand ad spend is expected to shrink in 2009 to US$1.9 billion from US$2 billion in 2008, with all media except TV and online seeing declines. On a positive note, TV is expected to grow to 58% from 56% in 2008. Top spenders are Unilever, Procter & Gamble, Toyota Motor Thailand and L'Oreal. GroupM has noted a shift from non-TV to electronic media and a decline in revenues from property, finance and telecom. Importantly, they also note that non-monitored cable has high growth potential and is toted to become a powerful medium in two years’ time.
AGB NMR measures audience data from a panel of 1,200 homes and has recently released some data relating to viewership of local cable. No viewing data is available at present but local surveys such as PAX, Media Atlas (Synovate) and Media Index (Nielsen) show that the profile of viewing is upscale and younger than average.
For overview of Thailand advertising regulations please go to: http://www.casbaa.com/thailand.aspx
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Related Industry Statistics
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