Sponsorship Market Forces in Thailand & Asia (12-17F)
Transcript of Sponsorship Market Forces in Thailand & Asia (12-17F)
STATE OF THE NATION Sponsorship Market Forces in Asia, & Thailand
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The ASN Index: Sponsorship Spend
ASN INDEX 6% growth
YoY in ’16
9% growth forecast in
‘17
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The ASN Index: Sport/Non-sport split
Explosion of Non-sport sponsorship
looks to have run out of steam (-7% in ‘16)
Sport sponsorship
has recovered (13% in ‘16); similar forecast in ’17
Split has gone from
71/29 in ‘12 to 41/59 in ‘16
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The ASN Index: Sponsorship Volume
The number of deals has increased in line with value (5% YoY in ‘16)
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ASEAN+HK: Average Deal Values
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Insight: more Sponsorship
platforms emerging but investment
not following suit
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Category Spend: Predictable (’12-’16)
Outliers (+ve) Retailer: 5.1% to 7.4% Pharma: 1% to 2.2%
Outliers (-ve) Telco: 6.3% to 4.4%
Cons. Electronics: 5.2% to 3.7%
Photographic Equipment: 1.3% to 0.5%
Top 5 categories have not changed rank in last 3 years
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Thailand: Recovering
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Overall line shows growth
(11.9%)
9% growth forecast in ‘17
(2014 spike
caused by Asian Beach Games)
Thailand: Recovering after quiet year
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CAGR: 11.9%
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75-78% Sport skew over last 5
years
Sport and Non-sport have been seemingly locked
in step since 2014
Thailand: Sport still dominates
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Thailand: Platform Strengths/Weaknesses (1)
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2012-2016 | Top 30 only
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• Watersports • Football • Volleyball • Weightlifting • Martial Arts • (Music
Concert)
• Olympics • Athletics • Tennis • Extreme
Sports • Table Tennis
• Badminton • Motorsports • Swimming • Basketball • Multi-Sports
Thailand: Platform Strengths/Weaknesses (2)
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Where is Content & Sponsorship heading?
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Sponsorship Vs Traditional Media: Asia
Sponsorship’s share of All Media spend in Asia fell from 6.2% to 5.7%
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Sponsorship Vs Traditional Media: TH
Sponsorship: Still ranks 5th despite slide from 6.0% to 4.3%
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