Forecasted ad market share Thailand 2024, by medium

In 2024, television is expected to have the highest share of advertising expenditure by the media industry in Thailand, accounting for approximately 46 percent of total advertising expenditure. This was followed by online advertising and outdoor advertisements. 

The decline of traditional advertising

Before the advent of television and the internet, printed publications were one of the most popular media that advertisers used for exposure in Thailand, especially newspapers and magazines. However, as the internet became more accessible, traditional advertising became less popular. In 2023, the advertising expenditure of newspapers in Thailand increased from the previous year.

The rise of digital advertising

Thailand’s consumer behavior has changed drastically in only a few years when it comes to consuming news and information. This change precipitated the lessened use of traditional media and the thriving digital media for advertising in the country. Since 2012, Thailand has seen constant growth in digital advertising expenditure. In 2023, Thailand’s digital advertising spending reached over 30 billion Thai baht in 2023.