Thailand's media ad spending could recover and grow by 10% this year if the fresh outbreak is controlled, says Media Intelligence (MI), a media planning and creative agency.
Media faces challenges, opportunities
published : 1 Jan 2021 at 04:53
3 Ad spending is expected to make significant gains in the online channel in 2021. (Photo by Pattanapong Hirunard)
Media was one of many sectors that suffered because of the pandemic in 2020, experiencing an estimated 20% year-on-year decline in ad spending to 71.8 billion baht.
Whether the industry recovers in 2021 remains uncertain, depending crucially on how successful efforts are to curb the spread of Covid-19.
Among media players, only those with online channels are likely to merit a positive outlook in terms of ad spending as more people are engaging in online platforms instead of physical, social interactions to avoid the risk of contracting the virus.