"The questions frequently asked by firms who are still expressing interest in advertising are about the political situation," he said.

And it's not only foreign firms that are concerned about the political turmoil. A number of local companies have also put their plans on hold due to uncertainties over whether the turmoil will lead to a reduction in consumer spending.

Trong Tantivejakul, creative director for Y&R Thailand, said that another reason for the slowdown is that advertisers are aware that at the moment many TV viewers are switching channels during advertising breaks so they can follow the latest political developments.

Pinit Chantaprateep, JWT Thailand's deputy chairman and chief creative officer, said that real-estate industry was the first industry to be seriously affected by the political turmoil. The car industry has also been affected but not as much, while the television industry remains strong, driven by the upcoming World Cup in June.

However, the three executives hope the political situation would improve soon otherwise growth in the advertising industry could stagnate.

Last year, the industry grew by 7-8 per cent on the previous year. In the past two months, growth was down year on year.

Pinit said that although local and foreign companies carefully watch advertising spending and new investments, it is important for them to continue to remind consumers about their brands.

Companies that finalised their investment plans last year will continue with advertising projects this year, he said.

However, Trong said some companies are taking advantage of the political situation and advertising products that could relax television watchers.

Exit deodorant's advertisement, which was created by Y&R, features a rhinoceros blowing kisses to a man who is using the product. Trong said the advertisement could become a hot issue once the political situation returns to normal and the brand would have become widely known.

Nitida Asawanipont

The Nation

Pattaya