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Dentsu media Reveals Thailand’s Top 5 Most Mentioned Sports Keywords in Television

BANGKOK - Dentsu media (Thailand), reveals the top 5 trending most-mentioned sports keywords on Thai Television programs. A Dentsu-developed tool called “Wireaction” platform, a well-organized TV Data Management Platform, generates the ranking results.
Wireaction is the platform that works like the digital data warehouse of keywords and related topics, which are recorded throughout Channel 3, 5, 7 and 9 television programs. The ranking results are based on the TV platform tool “Wireaction” during January to June 2016.
The rankings include various popular sports categories: Sports events, Popular Sports, Popular athletes, Sports trends via #teamthailand.
Mr. Yoichi Niwa, Executive Coordinator of Dentsu media (Thailand) disclosed that the top ranked for the most-mentioned sports event goes to “Summer Olympics 2016” followed by “UEFA Euro 2016”, “Premier League 2015–16” and “Toyota Thai Premier League 2016” respectively. “2016 UEFA Champions League” comes in fifth place.

“It is noticeable that the top two most-mentioned sports events which are Summer Olympics 2016 which will be held in this coming August in Rio de Janeiro, Brazil. Besides the result was mentioned 343% more as of total seconds on air and UEFA Euro 2016. We can conclude that these sports events remain highly popular among TV audiences,” said Mr. Niwa.

Mr. Niwa said “Volleyball” comes in first place this year, followed by “Football,” which remains one of the top trendy keywords. The youngest-ever world champion Badminton star Ratchanok Intanon has help elevated the ranking of Badminton to third place. Ratchanok brought joy to Thai fans by out lashing other players in the World Supersedes in Singapore in April. Meanwhile, Muay Thai and Boxing come in fourth and fifth subsequently.

“‘Volleyball’ has been exceedingly favorable as it rides in first place this year. Last year, volleyball was put in forth,” said Mr. Niwa.

He explained further that as the Thai national volleyball team has been hailed and strongly supported by the fans for being a forceful team. Most volleyball national match has become a must-watch sports event in almost every household. Thai people would gather up as one and root for the team. He added, “It plays an important role to electrify the Thai fans back to sports enthusiasm.”

Mr. Niwa also revealed that the no.1 popular athletes undeniably belongs to the reigning World Badminton Champion Ratchanok “May” Inthanon. The second place goes to Kiatisuk "Zico" Senamuang, a head coach of Thai national team who has carried out outstanding jobs that brings back faith and hope to the Thai fans in 44th King’s Cup as well as the 2018 World Cup qualifying football matches. The team is still practicing to compete in upcoming matches. The third place belongs to “Ariya Jutanugarn”, a young rising golf star who climbs to be one of the world top ten female golfers. Pornanong Phatlum and Thongchai Jaidee come in fourth and fifth place respectively.
In the category of Sport Trends, Mr. Niwa said the data collection through #teamthailand mentioned by the free television programs shows that the top five are “Thailand’s national football team”, “Thailand’s national volleyball team”, “ Thailand’s national futsal team”, “Thailand’s national badminton team” and “Thailand’s national boxing team” subsequently. This un-doubtfully indicates that Thai sports remain a prominent trend on Thai television programs.

The ranking report of Thai sports trends conducted by Dentsu media Thailand evinces its technological capability in TV platform “Wireaction”. This innovative tool has been developed to provide service to the business sectors and clients to come up with effectual marketing plans. TV Platform “Wireaction” can help predict the direction and customer trends so that clients can stay relevant in the increasingly diversified and fast-paced world.
Sarnchatt Chansrakao, Managing Director of Dentsu media (Thailand), said the ranking report shows that Thai people have become enthusiastic in the sports community and are highly engaged in sports cheering. This can lead to a bright future of the industry of sports marketing in Thailand. Besides, these ranking results have highlighted the importance of the mega-campaign “Team Thailand, Millions for One”. Dentsu media Thailand has officially collaborated with many sports sectors led by National Olympic Committee of Thailand (NOCT), Siam Sports Syndicate Public Company and other partners to bring this campaign into reality.

Sarnchatt explained further that Dentsu media Thailand is a leading agency that specializes in sport and content marketing. The campaign “Team Thailand” is an integral project that combines sports and activity to contribute shared value to bring strong solidarity and quality cooperation.

This project is a showcase to expand a sports marketing business function of Dentsu media Thailand. The agency employs its finest capability to apply skills and expertise that can help enhance Thai sports ecosystem. This will be a stepping-stone to push forward the development of the Thai sports community.
“Team Thailand, Millions for One." The campaign officially rolls out for the first time in Thailand to ignite the sports culture and enhance sports ecosystem in the country and the campaign will begin to consolidate all Thais into one to cheer for Thai athletes’ troop in major sports events.
“Thai people have become active in sports cheering. The sports trends have been tremendously grown among sports lovers such as fans of football, volleyball, badminton or boxing. We’ve started to see many talent young Thai athletes succeeded at the world stage,” said Sarnchatt.  “I believe that the project ‘Team Thailand, Millions for One Thailand’ will bring support to the Thai athletes to succeed and build a good reputation for Thailand.”

“Apart from the support from business partner, the support of the Thai people is highly paramount to the success,” Sarnchatt disclosed. “This is the campaign that required the engagement of the entire Thai people. Because we are all “Team Thailand, Millions for One.”

The campaign “Team Thailand” would like to invite all Thai people to root for athletes. Click like and share on Facebook to show the cheering power of the Thais to show your enthusiasm and pride to the athletes. Please send your support and root for Thai athletes from today onwards at our Facebook page:
About Dentsu media (Thailand)
Dentsu media (Thailand) Ltd. is a media agency that is a subsidiary brand of Dentsu Inc. in Japan. From the consolidation of corporations, Dentsu media has become a fast growing company as well as a leading media agency. Dentsu media (Thailand) currently comprises 3 media agency brands, which are Media Palette, Media Matrix and Media Cubic.

Moreover, Dentsu 360 is a subsidiary brand under Dentsu media (Thailand) that aims at providing holistic communication solutions to meet client demands. Dentsu media Thailand won 2 golds for ‘Thailand Media Agency of the year’ and ‘Thailand Digital Agency of the year’. Moreover, Dentsu media recognized as the most diversified and integrated agency with integration and innovation in Thailand being shortlisted for ‘Southeast Asia Integrated Agency’.

The awards were presented by Campaign Asia Pacific, the leading publication that recognizes advertising and marketing communication agencies that have notable and recognized works globally.

Executives of Dentsu media (Thailand) are Mr. Mitsuyuki Nakamura, Chief Executive Officer, Mr. Sarnchatt Chansrakao, Managing Director of Dentsu 360 and Media Cubic, Ms. Arveepan Malairat, Executive Director of Media Palette, Ms. Kanokporn Techathammanon, Senior Planning Director of Media Matrix

About Wireaction

Dentsu media introduces a TV Data Management Platform under the name “Wireaction” – a large platform that helps manage and record TV data though Thai free television program from Channel 3, 5, 7, and 9 as well as synchronizes it with the online market platform to help speedily predict consumer’s trends. This platform provides in-depth data analysis that can help predict trends and create a more efficient market strategy in the future.