Page 44 - Annual Report 2015 - Mono Technology Public Company Limited

Advertising Value via Each Media in 2015
3.5%
0.9%
47.0%
17.1%
Analog TV
Digital TV Newspaper Cable/Satellite TV Radio
Cinema Transit Media Billboard Magazine Internet In-store Media
3.5% 3.7%
4.2% 4.6%
5.0% 10.1%
0.5%
Source: Report arranged by Nielsen Company (Thailand) Limited available via www.adassothai.com
Publishing Business
As of the end of 2015, advertising spending via magazine was 4,227 million Baht, calculating to 3.5 percent of the total advertising value. Comparing to 4,931 million Baht in 2014, it dropped by 14.3 percent. The value con- tinued to drop since 2013 due to the change in consumer behavior. Other types of advertising media such as digital media, online social media and advertising in cinemas and on transportations have become increasingly popular. These media may better fit the lifestyle of consumers who are likely to spend less time on magazines. Moreover, the competition within magazine market is forecasted to be intensified in terms of both format and contents. Hence, the Company has adjusted itself to meet the change of customer behavior and the market situation. A new reading channel, Mbookstore application, was developed to serve the lifestyle of modern people who are closely addicted to smart phones and tablets. In addition, more books and pocketbooks were launched picking those with interesting contents or stories from well-known authors with lots of social media followers.
TV Business
The TV advertising spending is regarded as the largest value among other types of media with penetration rate of 98 percent and the majority of total advertising spending. In 2015, the advertising spending via TV media was 84,511 million Baht or 69.1 percent of the advertising revenue from all media. The advertising value was divided into 47.0 percent from analog TV, 17.1 percent from digital TV and 5.0 percent from cable TV and satellite TV.
After the auction for the national commercial digital television license came to conclusion in April 2014, beside the 6 analogue free-to-air channels, there are also 24 digital TV channels broadcasting via standard definition (SD) channel. This significant change of television industry has driven television media in Thailand to a stage of perfect competition in terms of customers’ choices on varieties of contents. TV advertising time scarcity will be diminished as well as much more choices of television airtime rental will arouse the market more
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Mono Technology Public Company Limited