The media and market-research giant reported that Bangkok Broadcasting and Television (BBTV), the operator of Channel 7, had invested Bt88.98 million to promote its TV station in July, triple the Bt25.9 million spent on doing so in the same period last year.

The figure puts BBTV in the No 2 spot for ad spending during the month, after the Bt142.4 million spent on promoting Korea King cooking pans.

Other top-10 advertising spenders last month were Samsung, with Bt87.2 million for its mobile phones, Siam Commercial Bank with Bt4.55 million, Toyota with Bt82.2 million for its pickup range, Advanced Info Service with Bt77.1 million, Tesco Lotus supercentres with Bt68.9 million, the Tourism Authority of Thailand with Bt58.64 million, Krung Thai Bank with Bt54 million, and Sunsilk with Bt53 million for its hair conditioners.

In the case of BBTV, Nielsen explained that house ads such as TV programme promotions and announcements were not included in the Bt88.98-million expenditure figure.

Interestingly, not only did BBTV allocate its own advertising budget to the tune of Bt88.46 million to raise its new brand awareness under the “We Are Entertainer” campaign (here is the new TVC https://youtu.be/8pJLRLuctH8 ) via its own TV channel, but the market-leading TV broadcaster also spent via various other forms of communication.

These comprised Bt313,000-worth of advertising, brand placement and marketing activities through other TV channels, such as Channel 11 (NBT channel); Miracle, a satellite-based TV station, with Bt65,000; and Nation TV, digital-TV channel number 22, with Bt144,000.

Apart from these channels, BBTV also spent on advertising via out-of-home media such as billboards and BTS Skytrain wrap-ads in the Bangkok area, and publicising via top-rated newspapers.

Under its new marketing campaign, BBTV is encouraging its audience to stay tuned to Channel 7, which offers a wide range of TV programmes such as variety and game shows, top-ranked dramas, news and live sport games, covering viewers of all ages.

With the “We Are Entertainer” campaign and its quality programmes, and despite the fierce competition among digital-TV operators, Channel 7 was able to gain more market share with an increase of 4.3 per cent to 3.329 rating points in period from January to July 25, while its key rival Channel 3’s audience fell by 20 per cent, according to Nielsen.

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• http://www.nationmultimedia.com/business/BBTV-follows-proven-patterns-to-retain-Channel-7-v-30286785.html