Page 45 - Annual Report 2015 - Mono Technology Public Company Limited

intensively. Therefore, the TV commercial rate tends to be lower, which enables the client companies or business entities to afford the new digital TV advertising. Expectedly, the advertising spending will diverge with correlation’ to TV rating. The digital TV audience measurement is enhanced to evaluate more accurate adperformance, which constitutes creditability for ads buyers. Currently, categorization of digital TV channels is unequivocal so the ads buyers can make a right decision to choose the channel that targets the audience they desire. Furthermore, the NBTC’s forecasts that the advertising spending is expected to grow double-digit in the next 5 year after the transformation into digital terrestrial TV broadcasting.
The emerging of more digital TV channels causing operators to reduce advertising rate for market competition. In 2015, advertising value via digital TV was 20,930 million Baht. Although the value increased
by 143.9 percent from 2014, it was be comparison to the revenue from analog TV which was 57,526 million Baht.
The growth was slower than expected due to various factors including economic crisis which affected purchasing power and advertising spending of entrepreneurs, the growth of digital TV Multiplexer (MUX) and other factors which support the change from analog to digital TV system. Nevertheless, the Company continued to concentrate on production, acquisition, and broadcast of quality programs and premium contents, leading to a considerably arising rating. In December 2015, TV rating measured by the average viewers of age 4+ per minute recorded during Monday to Sunday at 6.00 - 23.59 hours was 0.373 point, ranking the fifth among all free TV channels. the achievement is clearly a quantum leap as a new free TV player.
Nationwide Digital TV Ratings on Average Audience per Minute during July to December 2015
Channel
2015 Rating
JUL.
AUG.
SEP.
OCT.
NOV.
DEC.
Rank
Ch. No.
1
2
3
4
5
6
7
8
9
10
35
33
23
27
29
31
28
30
24
13
7
3 HD WORK POINT 8 (RS) MONO29 ONE GMM 3 SD
9 (MCOT) TRUE4U
3 FAMILY
2.600 2.796 2.849 3.108 2.505 2.305 2.153 1.899 1.798 1.972 2.064 1.876 0.648 0.724 0.716 0.811 0.710 0.590 0.390 0.459 0.502 0.521 0.514 0.449 0.329 0.308 0.326 0.406 0.370 0.373
0.245 0.216 0.188 0.213 0.220 0.213 0.093 0.143 0.095 0.100
0.247 0.272 0.250 0.183 0.215 0.208 0.211 0.204 0.191 0.159 0.150 0.149 0.119 0.144 0.112
0.246 0.220 0.183 0.134 0.132
Annual Report 2015
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