MI trims ad, marketing spending forecast

Local ad and marketing spending this year is expected to expand only 1.5%, reaching 87 billion baht, according to digital media agency Media Intelligence Group (MI).

- SUCHIT LEESA-NGUANSUK

Earlier the agency forecast ad spending growth of 2.2% this year. MI attributed the lower growth projection to mounting economic and geopolitical pressure from US reciprocal tariffs and domestic uncertainty stemming from natural disasters and rising border tensions with Cambodia.

These factors are dampening consumer confidence and the prospects of an ad spending rebound, noted MI.

Digital platforms will remain the growth engine this year, projected to account for nearly 40% of total spending, driven by fierce competition among roughly 12 million online sellers.

Out of home media is expected to account for 17% of the total market, thanks to the government's upcoming 20-baht flat fare policy for all electric train lines in Bangkok which is expected to boost passenger numbers and media exposure.