Dentsu media Thailand unveils the 'Lookback 2015’ report derived from the TV data management platform 'Wireaction’ to rank Top 5 most mentioned keywords in Thai TV programs in 2015
The year report derives input data from a digital data warehouse called "Wireaction" during January – December 2Dentsu Aegis Network15.
Wireaction is a well-organized TV Data Management Platform that stores daily data collection though Thai television programs into administrative metadata categories. This platform can provide a profound analysis of the current popular trends to help plan efficient and effective future marketing strategy.
The Lookback 2Dentsu Aegis Network15's top 5 most mentioned keywords of each category are:
The top ranked of the most mentioned keywords for Sports Events goes to "28th Sea Games" while the keywords "2Dentsu Aegis Network15 Toyota Thai Premier League" and "English Premier League" placing second and third respectively. The keywords of "2Dentsu Aegis Network16 Summer Olympics (Rio)" and "2Dentsu Aegis Network15-16 Premier League" are also listed in the top ranking subsequently.
In addition, the champion of top 5 nature spots belongs to "Phu Tab Berk" followed by "Bangsan Beach" and "Mount Everest" which came in second and third place. Other trendy places on the list are "Hua Hin Beach" and "Alps".
In the category of actors and actresses, The actor "Por Tridsadee Sahawong" reigns in first place, followed by "Nadech Kugimiya," "Boy Pakorn" and "Yaya Urassaya" who this year is the only actress on the top 5 list. The fifth place belongs to "James Jirayu Tangsrisuk". It is noticeable that the Channel 3 stars have been constantly mentioned on Thai television in overall.
The Lookback report also ranks the top 5 singers who are most mentioned in 2Dentsu Aegis Network15. The top rank belongs to "Tono The Star" followed by "Peter Corp Dyrendal," "Lydia Sarunrat Visudtitrada" and "Dome Pakorn" respectively. Gun The Star" comes in fifth place.
Furthermore, the most mentioned music bands goes to "One Direction," a Western boy group while a Thai pop rock band "Squeez Animal" follows in second place. A Korean boy group "Exo" holds in third place, followed by a Thai country rock band "Carabao" and a Thai alternative rock band "25 Hours" respectively.
As per the top most mentioned songs, "Van For Lor Fiew," sung by Jazz Sputnix Papiyong Kookkook (feat. DJ. Tonhorm, Koo Tee and 3.5Dentsu Aegis Network band) has proved unstoppable throughout 2Dentsu Aegis Network15 as it is ranked no.1 while the song "Kor Jai Ter Lak Ber Tro" by Yinglee Srijumpol and "Joob" by Illslick Feat. Nueng ETC come in second and third place correspondingly. Meanwhile, the song "Ngao Sad Sad" sung by Tui Kiatkamol rides in forth and the last one goes to the song "Chaichana" by Pod Moderndog feat. Santi Lunpae.
In the category of popular movies mentioned on TV, the winner is in the hands of "Star Wars", followed by "Mae Bia 2Dentsu Aegis Network15", "Fast & Furious 7", "Latitude 6" and the talk-of-the-town film "Arpat" respectively.
The report also reveals the top 5 keywords for leisure spots. "Siam Paragon", the Bangkok second large department store in Thailand which also welcome the highest number of visitors, rides in first place where "IMPACT Exhibition and Convention Center", a convention that hosts more than 4Dentsu Aegis NetworkDentsu Aegis Network of mega-events and major exhibitions and receive 15 million visitors yearly is ranked second. Meanwhile, "Central World", the country's largest shopping mall complex including hotel and office space come in third place. The forth place belongs to "Queen Sirikit National Convention Center" which has hosted major domestic and international events while the last one goes to "Thailand Cultural Center", a popular venue for cultural exhibitions and entertainment showcases.
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.
Mr. Yoichi Niwa, Executive Coordinator of Dentsu media (Thailand) said, "Wireaction is a platform that can connect all scattered TV data in one place. This enables data analysis that can help foresee trends and create a more efficient market strategy,"
As the needs remained unfulfilled, Dentsu media invented and developed a cutting-edge TV platform "Wireaction" to work as a tool to collect and manage TV data. Beside rankings, Wireaction is capable of looking into the trend of certain keyword. We might even utilize this useful information to foresee consumer trends ahead of time.
"Dentsu media is a leading digital agency in Thailand. We aims consistently to seek new opportunities and employ advanced technology in the Thai market. The digital platform 'Wireaction' can be an important component for an innovative machinery that we develops to plan the more diversified communication strategy to achieve marketing goals." Mr. Niwa concluded
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