Television advertising is becoming less important in Thailand and more important in China

Jureeporn Thaidumrong is this year’s Film Lotus and Radio Lotus Jury President at AdFest. AdFest organisers shot this short interview with her on trends in the Thai industry yesterday.

“TV commercials are still the main thing that every brand needs, because in Thailand all people watch TV, young, old, educated or uneducated. But television will get less important, because the new generation of Thais have changed,” she says.

In a second AdFest interview, Wai Foong Leong, Executive Creative Director at BBDO Greater China in Shanghai says TV is becoming more important in China.

“Since most brands have moved their regional hubs to China, it means most of the budget has been shifted from the rest of Asia to China. The challenge that we have is that the more money there is, the more attention there is. That means that for every ad you have to go through tons and tons of layers of approval from the client’s side while they’re trying to work it out. The reason I’m saying this is when you have one piece that pleases everybody, at the end of the day you don’t please anybody.

“In terms of media, based on data, TV is still the main media in China. Everybody is talking about 360 or integrated media, but TV is still very important.”