Thai Advertising Industry Set to Recover in 2026 Despite Overall Budget Decline

Key summary

The Thai advertising industry is projected to recover in 2026 with a total budget of approximately 83 billion baht, representing a 3% decrease from 2025. While the aggregate figure drops due to the shift of spending toward influencers whose value is harder to track, individual businesses are increasing their ad spend by 10% to 28%. Key sectors driving this growth include UHT milk, fast food, automobiles, and hair care products. The Advertising Association of Thailand (AAT) highlights that while AI and social media create challenges regarding low-quality ads and information credibility, the industry is adapting by emphasizing analytical skills alongside creativity. The association will host the Adman Awards & Symposium 2026 under the theme 'WORTH IT' to reinforce consumer trust, featuring international speakers from China, Malaysia, Nepal, and Taiwan.