By WATCHIRANONT THONGTEP
THE MEDIA industry has agreed to move towards multi-screen audience measurement to find the most effective approaches to |creating content and advertisements and to amplify their impact.
“We acknowledge that lots of TV viewers are migrating to other screens such as smartphones and tablets,” Charintip Tungkittisuwan, director of GroupM Intelligence, a media-management company, said yesterday.
At the “GroupM Expo”, major television broadcasters, media research houses and advertising agencies acknowledged that the rise of online audiences was playing |an important role in changing viewing behaviour, developing TV |content and designing advertisements.
However, the questions were how to measure the audience base for those new platforms, how to utilise the data to estimate the return on advertising investment and how to convert online data to the same currency for TV ratings.
In a session on “Multi-screen Rating: The New Currency”, Sinthu Peatrarut, managing director for media client leadership at Nielsen (Thailand), said that overall, TV still dominated content consumption.
For example, in the United States, on weekdays, TV accounted for at least half of all media use. Video consumption via online media was also on the rise in the US in terms of time spent.
In the second quarter of this year, the time spent daily among US viewers over 18 via digital media increased to one hour from 46 |minutes in the same period last year, while the average time spent via live TV dropped to 4 hours and 11 minutes from 4 hours and 29 minutes.
“The change will be seen mainly in young viewers, rather than older ones,” Sinthu said.
The industry now requires new approaches to audience measurement like multi-screen audience measurement.
“As the leading TV audience meter in the Kingdom, we will launch multi-screen audience measurement for TV content next year. This year, we have already launched digital advertising rating measurement,” he said.
The TV-audience-measurement business appears to be heating up after the Media Agency Association of Thailand’s Media Research Bureau selected UK-based Kantar Media to conduct multi-screen audience measurement for the local TV broadcasting industry.
Phillip Jones, director of Kantar Media for Southeast Asia and the Pacific, said video viewership was rising globally.
“This also offers huge opportunity for us to provide different measures,” he said.
Some European countries are moving towards measuring digital media in addition to traditional screens.
With state-of-art tools |and software, Kantar Media uses an electronic people meter to |collect data from set-top boxes and streaming service providers, he said.
SubFree-TV broadcasters also have been preparing for this new challenge. Pattanapong Nuphan, assistant managing director of Bangkok Broadcasting and Television, said BBTV saw big potential in digital media, so it decided in 2007 to set up BBTV New Media to manage websites and mobile applications for its Channel 7 station.
“Through a great effort in developing its new media platform, its main website and application [ch7.com and BBTV Ch7] and| its time-shift website and application [Bugaboo.TV and Bugaboo TV] enjoy a tremendous reach |of more than 20 million impressions per month,” said Chakrapun Leelamasavat, managing director of BBTV New Media.
With such a great response, the company’s new media unit entered a partnership with Nielsen to help measure advertising ratings on BBTV’s online platforms.
“Having a neutral third party like Nielsen can accredit our accuracy in collecting data,” he said.