According to MI Group, out-of-home media and TV are re-emerging as "trust infrastructures". Online media, including influencer marketing, and TV will continue to command the largest share of advertising spending at 29.1 billion baht, followed by out-of-home media at 17.9 billion baht. Broadcast television and out-of-home media are expected to regain their strategic importance, though these channels are often categorised as traditional media. For 2026, MI Group forecasts a more balanced media mix budget allocation, with online at 45%, broadcast TV at 30%, out-of-home media at 25% and other media at less than 5%. According to the group, out-of-home media and television are re-emerging as "trust infrastructures" that provide credibility and broad reach, contrasting with the fragmented nature of social media.

Source: Bangkok Post February 25, 2026 09:19 UTC