UPDATE 1-BEC World's Q2 profit boosted by TV ad sales

(Adds details, share prices)

By Ploy Chitsomboon

BANGKOK, August 7 (Reuters) - Thailand's BEC World BEC.BK said second-quarter net profit rose 27 percent, well above analysts' forecasts, due to rising television advertising revenue and high ratings.

BEC, the country's second-most popular television channel after unlisted Channel 7, reported net profit of 749 million baht ($22.3 million) or 0.38 baht per share in April through June, up from 588 million a year earlier.

The result beat the average 723 million baht forecast of 11 analysts surveyed by Reuters.

Its state-controlled rival MCOT MCOT.BK was also expected to post a stronger quarterly net profit of 332 million baht, up about 37 percent, analysts said.

However, the second half is looking less promising for the sector as inflation at a decade-high and political strife could curb spending by top advertisers such as Procter & Gamble (PG.N: Quote, Profile, Research, Stock Buzz) and Unilever (ULVR.L: Quote, Profile, Research, Stock Buzz) (UNc.AS: Quote, Profile, Research, Stock Buzz), analysts said.

BEC's second-quarter revenue reached 2.2 billion baht, up 19 percent from a year earlier, lifted by a 23 percent rise in advertising sales to 2.1 billion baht. Expenses were up 7 percent at 1.11 billion.

BEC World, valued at $1.4 billion, runs the free-to-air Channel 3 and earns 90 percent of its income from advertising.