Bangkok, Thailand – Linear advertising remains the majority of advertising spending in Thailand, accounting for 72% of total advertising budgets for the local market, according to data from Mediabrands’ MAGNA.
According to the report, linear advertising revenues in Thailand are growing by over 3% and represent just 81% of their pre-COVID level, attributed to the delayed recovery from the COVID crisis. This, in turn, creates a significant drag on total market growth going forward.
Meanwhile, television ad spend is stagnant and represents only 53% of total advertising spending. Television spending is still short of the pre-COVID total. Because spending will continue to erode, TV will never reach its all time high.
In other mediums, print spending is still declining, and is falling by 17% this year and represents just 3% of budgets. There are only a few core spending industries that still deploy budgets on print: real estate, finance, autos, and consumer packaged goods (CPG).
Lastly, out-of-home (OOH) spending is seeing a strong rebound of 20% this year as the economy recovers from the COVID outbreak in 2021.
Digital advertising spending will grow by over 13% in 2022 and represents 28% of total budgets. Growth is led by mobile device spending, which will increase by over 15% and represents 78% of total digital spending. By format, growth is led by social at over 15%, search at over 14%), and video at over 13%.
It is also noted that media owners advertising revenues are increasing by over 5% in Thailand in 2022 to reach THB124.3b (around US$3.9b). At a global level, media owners’ advertising revenues will grow by over 9.2% this year to nearly US$828b or about 32% above the pre-COVID level of 2019. Meanwhile, APAC advertising revenues will increase by over 7% to US$273b, which is 35% above the pre-COVID spending level, driven by digital advertising growth by over 12%.
