Entering the last quarter of 2021, the MI Group expects the opening of the country to create a lively atmosphere. stimulate spending Affecting the advertising media industry revive during the last curve of the year The remaining negative for the full year 2021 is only -2.3%. The spending figure is 55 billion baht, not touching a hundred billion as expected in 2109. Covid is expected to remain the main impact.
The TV media was hit hard. Although during the COVID-19 pandemic, Thai people consume more TV media at home. But faced a heavy battle from online media such as Netflix to collapse Change the behavior of the new audience But the trend of advertising on TV media seems to have a better trend. By the end of 2021, the proportion of TV media that used to be 70-80% of the overall media industry came to only 47.4%.
On the side of the television station that is expected to continue, it is inevitable, Channel 3, Channel 7, Channel One, Mono Channel, Workpoint Channel. Thairath TV andAmarin TV
In addition, the overview of advertising spending in the media industry, which MI had predicted to be negative 3-5%, was on a better-than-expected trend of negative 2.3%, making the overall figure at 73,417 million baht, less than last year. already at 75,000 million baht
In 2022, we expect the figure to recover by 15% from very low overall numbers. The double-digit swing back is a signal that we estimate is a return to normal from 2019, that is, before COVID-19, so we are projecting an overall figure of 84 billion baht at the end of the year. The year 2022, if there is no situation that affects it again.
on the online media There is still a steady growth in numbers. And influencers are considered to be the dark horse that has already generated up to 30% of the revenue in the online media business segment, which can be seen from influencers’ efforts to adapt to more media. And marketers are increasingly pulling this group of influencers into their 2021 marketing plans.
But if asked about the money that spreads in the influencer group Considered to be a number that is difficult to keep because of the uncertainty of the price. It depends on the type of influencer that is the group and the price will be very different.
Mr. Phawat Ruengdechworachai Chairman of Media Intelligence Group Co., Ltd. said that after the relaxation of regulations to coexist with the covids to be relieved. What the government should do is to communicate clearly and accelerate the confidence of Thais and foreigners. Including the need to accelerate the distribution of vaccines according to the announced plans. That is, more than 70% of Thai people have access to 2 doses of vaccination by the end of the year.
Because it will help build confidence in returning to life is important. Including the need to accelerate the injection of 3 needles to the people who are most at risk to reduce the number of critically ill patients and deaths. This is because the number of new infections and declining deaths reflect the potential of the Thai public health system.
By the way, the MI Group sees that the big problem for the government sector The relevant agencies are
1. Create a lively atmosphere confidence and stimulate shopping of the people in the country as the main after a long repression Along with raising awareness of protection and taking care of ourselves strictly. in order not to cause problems to come back again
2. Emphasis on stimulating domestic tourism Mainly aimed at earning income from domestic tourists Just don’t expect income from foreign tourists. Because the forecast data from the relevant agencies assessed that at the end of this year (After opening the country) until the end of the first quarter next year
The number of foreign tourists may return only 15%-20% compared to the number of foreign tourists in normal circumstances in 2019 (before the covid outbreak). and each country including the policies of each country as well as confidence in the care and control of Covid-19 in Thailand.
3. Policy to help Thai SMEs urgently and seriously That is not just the approval of the credit limit. or debt relief projects Entrepreneurs also want the assurance of future earnings. And there are still many entrepreneurs whose financial status does not qualify for participation in the program. From being traumatized for almost 2 years, these groups are considered a key force in the recovery of the Thai economy.
However, if the overall situation after opening the country is as expected Products and services in industries that are particularly bright in the next year are:
- Vehicles, especially EVs or electric vehicles and motorcycle
- Businesses in line with new ways such as E- Market Place, Delivery Service, Streaming Platforms
- personal loan
- Health, Beauty and Hygiene category
- Travel and leisure in the country
- agricultural related products
It is expected that it will not be difficult to drive advertising and marketing communications in the next year to double-digit growth. Initially, the MI Group forecasts the advertising industry in 2022 +15%, or a value of nearly 85 billion, the significant proportion is the online advertising spending. Growing to 1 in 3 of the total investment is 32% or about 27 billion baht.
While the proportion of television media will be lower than 50% for the first year, or about 40 billion baht, the proportion of out-of-home media and cinema media will grow significantly in 2022 after the covid situation starts to unfold, which is about 15% or 13,000 million baht and about 5% or about 4,000 million baht will continue to nourish the traditional media, namely print media radio
