The value and volume of radio advertising has decreased continuously. In 2009, KASIKORN RESEARCH CENTER (KResearch) expects that the value of radio adverting will be around THB6 billion, shrinking 2.5 percent and thus being in contraction for four consecutive years. This contraction results from the cuts in advertising and sponsorship budgets during the economic downturn. In addition, product manufacturers prefer digital (online) advertising to radio advertising now, because the price of digital advertising is lower and it is becoming more and more popular.
Music programs seem to be most adversely affected by the budget cuts and tough competition due to the changing tastes of audiences. The music, news and sports programs that have high ratings and strong audiences will be affected only slightly. Nonetheless, both old and new industry professionals involved in radio media will have to adjust themselves to the current situation in order to maintain their market share, or increase it, because product entrepreneurs will of course seek to advertise with the most popular programs.
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