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.
Forecasted share of advertising expenditure by media industry in Thailand in 2024, by medium
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Share of total ad spend
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Media Agency Association of Thailand. (February 21, 2024). Forecasted share of advertising expenditure by media industry in Thailand in 2024, by medium [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/586789/thailand-forecasted-advertising-market-share-by-medium/
Media Agency Association of Thailand. "Forecasted share of advertising expenditure by media industry in Thailand in 2024, by medium." Chart. February 21, 2024. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/586789/thailand-forecasted-advertising-market-share-by-medium/
Media Agency Association of Thailand. (2024). Forecasted share of advertising expenditure by media industry in Thailand in 2024, by medium. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/586789/thailand-forecasted-advertising-market-share-by-medium/
Media Agency Association of Thailand. "Forecasted Share of Advertising Expenditure by Media Industry in Thailand in 2024, by Medium." Statista, Statista Inc., 21 Feb 2024, https://www.statista.com/statistics/586789/thailand-forecasted-advertising-market-share-by-medium/
Media Agency Association of Thailand, Forecasted share of advertising expenditure by media industry in Thailand in 2024, by medium Statista, https://www.statista.com/statistics/586789/thailand-forecasted-advertising-market-share-by-medium/ (last visited August 24, 2024)
Forecasted share of advertising expenditure by media industry in Thailand in 2024, by medium [Graph], Media Agency Association of Thailand, February 21, 2024. [Online]. Available: https://www.statista.com/statistics/586789/thailand-forecasted-advertising-market-share-by-medium/