ASN's report (Q4-17) - with snapshot data on Thailand - looks at the calmer growth of Sponsorship and Content in Asia in 2016 and how Thailand has beaten the regional index's growth

1. 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
© ASN Digital Pte Ltd

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Thailand: Platform Strengths/Weaknesses (1)
© ASN Digital Pte Ltd
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)
© ASN Digital Pte Ltd

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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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