Thai adspend flat

Are millennials online video viewing habits substantially different than those of older viewers? Data from a November 2013 survey of online adults in the US conducted by YuMe and IPG Media Lab seems to indicate the answer is “yes.”

The survey found that millennials, defined in the survey as those ages 18 to 34, were more likely to watch digital videos in almost all content categories than their older counterparts. While 37% of millennials watched TV shows online frequently, only 26% of Generation Xers (those ages 35 to 54) and a mere 16% of baby boomers (those age 55 or older) did the same. The gap in watching user-generated content was also dramatic, coming in at 33% for millennials, 21% for Gen Xers and 15% for baby boomers. The only content category for which millennials did not lead other age demographics was online news.

Younger viewers have less video ad recall than their older counterparts

During the first ten months of 2013, advertising expenditure in Thailand rose only slightly and the outlook for the remainder of the year is gloomy given current political unrest.

Data from Nielsen Thailand indicated that overall adspend for the year to October amounted to 95.8bn baht, a 1.6% rise on the same period a year earlier.

Television was the primary advertising medium, accounting for just over 60% of the total, or 58.1bn baht. Newspapers were a distant second, with a 13% share worth 12.4bn baht. But while TV adspend had risen 2.5% on the previous year, newspaper spend had barely changed.

These two were followed by cinema, with a 6.5% share worth 6.2bn baht, and radio with a 5.4% share worth 5.2bn baht.
http://www.warc.com/LatestNews/News/EmailNews.news?ID=32315&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20131210