Decoders dominate World Cup cash

The rapid spread of TV set-top decoders will generate the lion's share of the 21.60 billion baht expected to be spent in Thailand during the Brazil World Cup, according to Kasikorn Research Centre.

Although the soccer matches will be broadcast well after midnight, they are expected to boost sales of consumer goods and products such as set-top decoders and services, and advertised snacks and beverages, and sports clothing.

Spending would be boosted by a growing, more diverse viewer base, higher product prices and event marketing by operators.

During the games, people were expected to spend 15% more than they would normally do, lifting it to 21.6 billion baht, the research centre said.

Viewing devices would make up 13.5 billion (62.5%), food and drinks 8 billion (37.04%) and sports clothing 100 million baht (0.46%).

The breakdown is in contrast with that of the previous World Cup n 2010, when most of the spending was on food and drinks.

The tournament, to run from June 12 to July 13, is expected to stimulate consumer spending following months of  economic and political difficulties. 

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