媒介傳播策略分析報告9nxpowerlite

Thailand

UnionPayInternational

Bi-MonthlyMediaStrategyAnalysisReport

Oct,2014

AgendaMediaTrendsAnalysis 媒體趨勢分析MarketMediaUpdate 泰國市場媒體動態(tài)ConsumerMediaHabitsAnalysis消費(fèi)者媒體習(xí)慣分析ConsumerBehaviorAnalysis 消費(fèi)者行為分析MediaTrendsAnalysis

媒體趨勢分析(‘000)Source:ThailandNMRMEDIAINDEXTA:A15+ConsumptionofFTATVisincreasingslightlyversuslocalCablewherebytheincreaseisquitesignificant.LocalCablecanbeanotheropportunitytoexplore.電視和有線電視增長明顯，有線電視將會是一個值得探討的媒體Internetissteadilyincreasingandislikelytocontinuetotrendupwards.網(wǎng)絡(luò)增長穩(wěn)定保持著良好的趨勢DuetotheproliferationofInternet,Cinema&Newspaperconsumptionhasdeclined.相對的，電影院、報紙影響力逐年下降TheconsumptionofMagazinesandTruevisionsremainstablewithaslightdropin2012.雜志和Truevisions的覆蓋人群12年有所下降MediaTrend–AllMediaConsumption

媒體趨勢分析-全媒體Source:Arianna2012TA:A15+(‘000Viewership)(Baht)TheFreeTVviewershipisstillcontinuetogrowbutataslowpacewhilstTVratecardkeptincreasing.Theinflationfor2013isestimatedat12%.

電視受眾增長緩慢，但相對的刊例價格卻不斷攀升，2013年的漲幅預(yù)計12%

Source:Arianna2012TA:A15+TVChannelShare-ViewershipofCh7andCh9showeddecreasing

主要電視頻道Ch7和Ch9，2012年觀眾比例有所下降YEAR20082009201020112012TITLERank(‘000)Rank(‘000)Rank(‘000)Rank(‘000)Rank(‘000)THAIRATH11215419738177801729516672DAILYNEWS2670125164242502364023493KHAOSOD39574713449035094538MA-TICHON49153723355444613563KOMCHADLUEK55175590541663057255SIAMKEE-LA64377206731872275332SPORTPOOL73688191635753306295SIAMKEE-LASTAR'SSOCCER83236229911681818160PHOO-JAD-KARN91819134

KRUNGTHEPTURAKIJ10121

81269117

SIAMRATH1099

MUAYSIAM

10112

SPORTMAN

10109976KICKOFF

1072Alongalltheseyearsno.1and2rankingarestillThaiRathfollowedbyDailyNews.<ThaiRath>和<DailyNews>是泰國最好的兩份日報However,iflookcarefullyatthereadership,thereadershiphasdroppedbyhalfcompared2012and2008.但是閱讀人數(shù)性比2008年下降了近一半Aftersincetheonlinestartedtoboom+cableTVpenetration,consumersnowhavemorechoicestoconsumernews.自從網(wǎng)絡(luò)和有限電視的發(fā)展，消費(fèi)者有了更多的選擇區(qū)閱讀新聞Source:IMSFinal2012TA:A15+TOP10Newspapertitlesover2008-2012

前10位的報紙YEAR20082009201020112012TITLERank(‘000)Rank(‘000)Rank(‘000)Rank(‘000)Rank(‘000)Praew2121377370287335LisaWeekly3101550272339239Cleo493292454437428KwanRuen573832644532616Di-Chan648451546725518Sud-Subdha746111982182188Cosmopolitan8416379191112105Elle9407341017914616KulaSatri10241119733630132PhooYing1122926132144--Lips12171213125138105Image13111024----96SakulThai14111431251013123PloyGamPetch159137119129113Priew-----14479Source:IMSFinal2012TA:F15+TOP10WomanMagazinetitlesover2008-2012

前10位的女性雜志INTERNETvsMAGAZINE:

Internetusageissignificantlyincreasingfrom2008and2012,andmagazineusageisdecliningovertime

網(wǎng)絡(luò)使用人數(shù)明顯增長，而閱讀雜志人群則逐年下滑Users(‘000)P15+F20-39MU/BUUsers(‘000)Source:IMSFinal2012Viewership(‘000)TargetAudience:A15+,BangkokOnlySource:IMSFinal2012,TargetAudience:A15+MostseenOOHmedia2012

戶外大牌是泰國最常見到的戶外媒體

TargetAudience:A15+Viewership(‘000)Today’smassmediaasTV,printandbroadcastingmediahavestillplayedtheirrolestowardsconsumerswithbothmasscoverageandrepetitionwhiledigitaltechnologyandOOHmedia,consideringtheperfectmatch,haveportrayedsignificantroleswhenpeopleespeciallyBangkokianshavespentmoretimeoutofhomesincedigitaltechnologyhasmadestaticOOHmediaemoreinterestingandeye-catching.電視、平面和廣播仍然是大眾媒體，但是隨著戶外媒體與電子技術(shù)結(jié)合，戶外媒體越來越能吸引大眾的興趣與目光。OOHmediaTrends

戶外媒體趨勢

ThailandMedia

TrendSummaryandImplication

泰國媒體趨勢總結(jié)&啟示FTVcostsareincreasingbecausethedemandexceedssupply由于供不應(yīng)求，電視的價格不斷上升TorideonGroupM’sratetominimizeimpact可以依靠群邑拿到的比率來降低電視上升的幅度LocalCableviewershipisgainingground.有限電視不斷發(fā)展Tocontinuetomonitor/explorethestationsassupportingmediumoruseasad.hoccampaign.Goodforfrequencydrivencampaign.繼續(xù)觀察和摸索這些頻道作為輔助媒體；對于頻次覆蓋的計劃很有作用Althoughmagazinereadershipisdecreasing,itstillremainsimportantforluxurybrands,untilotherqualitymediaplatformsareavailable.雖然雜志的閱讀率不斷下降，但是仍然對奢侈品這樣的品牌非常重要，除非有其他高質(zhì)量的媒體出現(xiàn)Sameasnewspaper.Althoughreadershipisdeclining,however,itisstillimportanttouseforbiglaunch,especiallyproperty,automobileandbigcorporate.報紙的閱讀率也不斷下降，但是對于大型的廣告活動仍比較重要，比如資產(chǎn)、汽車和大型公司ThailandMarketMediaUpdate

泰國市場媒體動態(tài)

TotalSatelliteChannel

(257Channel)Variety45%News24%14CurrentTVplatforminThailand泰國電視平臺地面電視衛(wèi)星電視付款電視15TheComingofDigitalTV網(wǎng)絡(luò)電視的來臨JanTestingairedDigitalTVinCH.5/TPBSMarProvidethelicenseofnetworkserviceandfacilitiesOct–NovAuctionforBusinesschannel(24channels)DecProvidelicenseofbusinesschannelMarStartingairedDigitalTV1620132014TimelineforstartingofDigitalTV網(wǎng)絡(luò)電視開始的時間表Thenewtechnologythatwillbesendthedataindigitalsignalbutitmusthavebeenareceiverortunerwithdigitalsystemtoconnected.17ComparequalityofsystembetweenAnalogandDigital,

Anyway,thereceiverboxmustbea

“DVB-T2system”onlybecausewe’retheonewhousedthenewdigitalsystemsameEurope.AnalogSignalDigitalSignalServedfreetoaired6channelsServedfreetoaired48channelsStandard-Definition576i（標(biāo)清）High-Definition1080i（高清）Resolution4:3（分辨率）Resolution16:9（分辨率）NoFixchannelinremote（沒有遠(yuǎn)程固定頻道）Fixchannelinremote（有遠(yuǎn)程固定頻道）TheDigitalTVis…網(wǎng)絡(luò)電視是18FreeToAired

(48Channels)PublicChannel公關(guān)頻道(12Channels)CommunityChannel社區(qū)頻道(12Channels)Knowledge,Art,Education,Culture,Scientific.Tothestabilityofthestate.Buildunderstanding

betweenthestateandcitizensUsedonlyforCommunityCommercialChannel商業(yè)頻道(24Channels)1. Childrenandteens

(3Channels)4. FullHDchannel

(7Channels)2. Newsanddocument

(7Channels)3. Entertainment/Variety

(7Channels)BiddingAuctionOpenforadvertisementNotallowedforadvertisementContentprogramcontestNews&Document:75%

Entertainment:25%SourceofKRUNGTHEPTURAKIJ,updatedasof11Mar,2013DigitalTVStructure網(wǎng)絡(luò)電視架構(gòu)19BiddingAuction

(DuringOct-Nov)OpenforadvertisementAvailableforPeaktime12min./hr.

(18:00-22:40)Ave.allday10min./hr.Allowedtoprovidewithothertenantsatleast10%butnotover40%Businesschannel(24Channels)商業(yè)頻道20?Channel3?Channel7?Channel9?Truevisions?Grammy?RS?IntouchGroup4. FullHDchannel

(7Channels)2. Newsanddocument

(7Channels)?Channel3?Channel7?Channel9?NationChannel?TNNChannel1. Childrenandteens

(3Channels)?Channel9?Gangcartoon?Cartoonclub3. Entertainment/Variety

(7Channels)?Channel3?Channel7?Channel9?Truevisions?Grammy?RS?IntouchGroupLimitation1).Thevendorcan’tbiddingmorethan1channelineachcategory2).ThebidderscanbiddingonlyonechannelbetweenNewschannelandHDchannel.That’smeans1Vendorcanbiddingin3category(Children+Entertainment+News/HD)

SourceofKRUNGTHEPTURAKIJ,updatedasof11Mar,2013KeyVendorineachcategoryofCommercialchannel商業(yè)頻道的主要供應(yīng)商21Opportunitiestousingavarietyofchanneltoreachaudiencesandmoretargeted.可以運(yùn)用更多的頻道組合，接觸更的目標(biāo)人群Variety多樣性Easy簡潔Fixchannelineachremotethateasyformonitoringandplanningofmedia有固定頻道，便于監(jiān)測和策劃媒體Efficiency效益Mediacostwillbedecreasedfromcurrently媒體價格將有所下降MoreVariety-Easy-Efficiency網(wǎng)絡(luò)電視的優(yōu)勢：多樣，簡潔和效益ConsumerMediaHabitsAnalysis

消費(fèi)者媒體習(xí)慣分析(%)(Index)CDIofDebitCardUsersAdultsaged20-49,Upp/MidSESandBangkokUrban,arethecoreDebitCarduserswithPopulationof9,333,00020-49歲，收入中高以及居住在曼谷城市，是使用信用卡的主要人群。這部分人群達(dá)到9,333,000人次Source:NIELSEN_ThailandNMRMediaIndex2013-2(Jun12–Jul13)

eDefinitionUpperMiddleLowerGreaterBKKBaht50,000andaboveBaht25,000-49,999LessthanBaht25,000UrbanBaht35,000ormoreBaht15,000-34,999LessthanBaht15,000RuralBaht25,000ormoreBaht10,000-24,999LessthanBaht10,000MediaConsumptionHabit

媒體使用習(xí)慣TVstillbethemainchannelthatalmostalltargetaudienceconsumeeveryday.電視仍舊是目標(biāo)消費(fèi)者媒體最常接觸的媒體OOHusuallyworksbesttograbtargetinhightrafficlocationsthroughoutcitiesarea.戶外可以有效到達(dá)集中于交通樞紐的消費(fèi)者AsInternetisthefirstsourceofinformationbeforeaction,theyspenttimealotoninternettofindneedinformation.互聯(lián)網(wǎng)是決策前的第一信息源，所以目標(biāo)消費(fèi)者常常上網(wǎng)搜尋信息Newspaperwastheprintmediumthatreachtheminweekdayofworking.報紙可在工作日接觸到目標(biāo)消費(fèi)者AlthoughMagazineandCinemahashighinvolvementindex,thereachisrelativelylow盡管雜志和電影院的偏好度較高，但是覆蓋率較低Source:NIELSEN_ThailandNMRMediaIndex2013-2(Apr12–Mar13)TVViewingHabit-ProgramTypePreference

電視觀看習(xí)慣-節(jié)目類型偏好

NewsisthemostpopularprogramgenreinThailandfollowedbyDrama,GameShow,Documentary,VarietyShowandMusic.新聞是最受歡迎的節(jié)目類型，其次是電視劇，游戲類節(jié)目，紀(jì)錄片，綜藝類節(jié)目和音樂節(jié)目Source:NielsenMI&LITaiwan2013H1;TAofOffensiveShoppersisdefinedasP30~54AFamilye100K+insteadTVViewingHabit-Day-part

電視觀看習(xí)慣-白天

Similarshapeofviewingday-partbetweenWeekdayandWeekend.Peakhoursstartedonprimetime18:00to22:00工作日和周末的收視率曲線相似，觀眾多觀看從19：00-22：00的節(jié)目，收視率從19：00開始明顯上升，從22：00以后開始下降Source:Nielsen,TargetAudiencebasedonAdults20-49,Mid/UppSES,Bkk&UbnPrintMediaHabit

平面媒體習(xí)慣

ThaiRathandDailyNewsarethemostpopularnewspapersinThailandandalsoamongourtargetgroupAdults2-=49,Mid/UppSES,Bangkok&UrbanUp-country.ThaiRath和DailyNews是泰國最后歡迎的報紙，同樣在我們的目標(biāo)受眾中的滲透率也最高Source:NielsenRadioMediaHabit

網(wǎng)絡(luò)媒體習(xí)慣

PleasenotethatRadio%isquitelowwhenuseNielsendata.電臺的滲透率在尼爾森數(shù)據(jù)中的顯示較低Source:NielsenConsumerMediaHabitsSummaryandImplication

消費(fèi)者媒介習(xí)慣小結(jié)&啟示Intermsofmediaconsumption,TVandOOHhavethehighestreachcomparedtoothermediums.電視和戶外同其他類型媒體相比到達(dá)率最高TV&OOH’sroleistocreaterapidawareness,whereasothermediausuallyareusedassupportingmedium.電視和戶外的功能是迅速創(chuàng)造知名度，其他媒體可作為輔助WhenbuyingTV,itisimportantthatweplacespotsinprimetimeasthesearethetimewheremosttargetaudiencewatch.However,pleasenotethattheTVstationsinThailandisnationwide,thereisnoregionseparatechannels.Therefore,wemustalsoevaluateourtargetgroupgeographicandotherfactorstoavoidwastage.建議的電視購買方式是購買黃金時段，以到達(dá)最多的目標(biāo)消費(fèi)者。且泰國的電視臺是全國范圍和級別的，無區(qū)域性電視臺。因此，在購買時需要評估核心消費(fèi)人群的地理區(qū)域和其他因素，以避免浪費(fèi)ConsumerBehaviorAnalysis

消費(fèi)者行為分析Enhancetrustandcredibilityviabrandedcontentwithendorsefromfinancialexpert相信專家意見可以確保品牌的真實(shí)可信Theyhavelowbrandloyaltyandopentonewchoices.Createmorebrandexposureandmorefrequencytostimulatetrial.Ensureourselectedmediagenerateenoughcoverageandrepetitivepresence.他們?nèi)鄙倨放浦艺\度，應(yīng)該建立更多的品牌曝光和高頻次的刺激。確保我們選擇的媒體有足夠的覆蓋率和接觸頻次Theyareearlyadopters,internetiswheretheycanreceiveinformationfasterthananywhereelse互聯(lián)網(wǎng)可以使他們更快地接受信息Theyarepricesensitiveconsumers.Ourcommunicationshouldhighlighthowwecanbenefitconsumersinordertoattractthem.Ifpossiblewe