Today, brands and marketers demand tangible results beyond mere impressions. What truly measures success is the changed behavior of consumers. Thairath Group, as the country’s top media outlet, has declared a new position as the "National Agenda Maker," transforming brand matters into national priorities by effectively influencing consumer behavior nationwide. This stands on a foundation of trust built over 70 years and a consumer base exceeding 65 million in Thailand.
Thailand's true market comprises Bangkok plus the remaining 76 provinces, with purchasing power and consumer behavior spread across all regions and age groups. Meanwhile, most digital data marketers use remains concentrated among urban and younger demographics. Thairath reaches Thai people in every area, including consumers unseen by general digital data. This is the power that turns an issue into a shared national agenda.
“Thairath’s strengths build sequentially. We know what can become big issues by being with Thai people every day (National Insight). We genuinely reach people nationwide across all regions and ages (National Reach). We are a media trusted for over 70 years, so when we point something out, it carries weight (National Trust). And we can change behavior from awareness all the way to purchase decisions (Behavioral Change),” said Jitsupa Watcharaphol, Co-CEO of Thairath TV and Thairath Online.
Thairath has proven that trust in a media brand can convert into tangible sales through a new business model called "Thairath Basket Explosion," which has been creating a phenomenon since late 2025. This program is a prototype connecting TV screens seamlessly with shopping, generating millions in sales for brands. Brands can reach customers simultaneously across all platforms including Thairath TV Channel 32, TikTok Live, and Shopee Live every Wednesday night.
This model’s standout feature is triggering purchase decisions with exclusive benefits unavailable elsewhere, such as products starting at just 1 baht and discount codes up to 50%, combined with a simple ordering system by scanning a QR code from the TV screen, enabling viewers to become buyers instantly.
Another expertise of Thairath Group is creating entertaining and culturally attuned sweepstakes that foster strong brand-customer relationships and drive real sales. A clear example is the "Carabao x Thairath" partnership in its fifth year through the campaign "Carabao Helps Thais Build Careers." This project has established a habit of following Thairath news to win prizes like motorcycles and gold worth huge sums, continuously increasing Carabao Dang's market share annually, demonstrating effectiveness in converting viewers into paying customers.
Meanwhile, Thairath's media power is reflected in the national campaign "AIS 1 POINT 12 WEEKS 12 WOW! 2025," a year-end happiness giveaway allowing customers to redeem just 1 point for chances to win over 10 million baht in prizes. The campaign's success hinged on a powerful call to action via Thairath TV screens, instantly transforming viewers from passive watchers into active participants by scanning QR codes on screen. This led to an overwhelming 65 million redemption entries and quadrupled customer engagement compared to normal periods, also driving record app downloads during the campaign, underscoring Thairath's ability to motivate quality consumer actions beyond simple awareness.
Following the "Thairath Gold Giveaway" campaign in 2025, which attracted over 1 million participants and more than 100 million QR code scans within five months, Thairath will launch a new campaign in 2026 titled "Thairath TV 12 Years, Gold Giveaway Every Day at 8 AM" (starting March 2026). This will be a key tool for building a high-quality consumer database through QR code scanning during 10 daily news programs, allowing users to accumulate points on LINE OA (@Thairath). This process will provide Thairath with millions of real first-party data users, crucial for more precise marketing growth for business partners.
Thairath Group offers a marketing approach covering every aspect to meet all brand needs as follows:
Ranked the most accessed media in Thailand by the Reuters Institute in 2024, combined with over 70 years of loyalty, Thairath Group is more than a messenger. We are the National Agenda Maker that turns brand matters into national priorities and stands with businesses from the moment consumers first learn of a brand until they decide to purchase.
For more details, follow Thairath on all channels.