Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Thailand

Thailand

Ad spending in the Traditional TV Advertising market in Thailand is forecasted to reach US$1.88bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.63%, leading to a projected market volume of US$1.94bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Thailand is estimated to be US$42.83 in 2024.
In the Traditional TV Advertising market in Thailand, the number of users is projected to reach 44.5m users by 2029.
Traditional TV advertising in Thailand remains a dominant force in the market, with brands leveraging its wide reach and high viewer engagement.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in Thailand is experiencing significant growth and development.

Customer preferences: Thai consumers still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and online streaming services, traditional TV remains a popular source of entertainment for many households in Thailand. This is partly due to the fact that TV sets are widely accessible and affordable, making them a common feature in Thai homes. Additionally, traditional TV advertising offers a sense of familiarity and trust, as viewers are accustomed to seeing commercials during their favorite TV shows.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Thailand is the increasing demand for localized content. Thai viewers have a strong affinity for local programming, including soap operas, variety shows, and news broadcasts. Advertisers are capitalizing on this trend by creating tailored commercials that resonate with Thai audiences. This includes using local celebrities and cultural references to make the advertisements more relatable and engaging. Another trend in the market is the growing use of data-driven targeting. Advertisers are leveraging data analytics to better understand their target audience and deliver more personalized ads. This allows them to optimize their advertising campaigns and increase their return on investment. By analyzing viewer demographics, interests, and viewing habits, advertisers can deliver targeted advertisements that are more likely to resonate with Thai consumers.

Local special circumstances: Thailand has a unique media landscape that contributes to the development of the Traditional TV Advertising market. Unlike some other countries where cable or satellite TV dominates, terrestrial TV remains the primary source of television content in Thailand. This means that advertisers have a captive audience that is more likely to be exposed to their commercials. Additionally, the Thai government has implemented regulations that limit the amount of foreign programming on TV, further strengthening the position of traditional TV advertising.

Underlying macroeconomic factors: Thailand's strong economic growth and increasing consumer spending power are driving the growth of the Traditional TV Advertising market. As the economy continues to expand, more companies are investing in advertising to promote their products and services. This has led to increased competition among advertisers, resulting in higher advertising budgets and more innovative campaigns. Furthermore, the rise of the middle class in Thailand has created a larger consumer base for advertisers to target, further fueling the demand for traditional TV advertising. In conclusion, the Traditional TV Advertising market in Thailand is thriving due to customer preferences for traditional TV, the increasing demand for localized content, the use of data-driven targeting, the unique media landscape in Thailand, and the country's strong macroeconomic factors. Advertisers are capitalizing on these trends and circumstances to reach Thai consumers effectively and drive business growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.