Ratings system ‘first in Asia’
Thailand’s TV broadcasting industry will be the first market in Asia and the third in the world to measure digitalTV ratings across multiple platforms in tandem with conventional TV ratings, said media research company Nielsen.
Craig Johnson, the head of reach solutions for Nielsen in Southeast Asia, North Asia and the Pacific, yesterday said the company’s digital content ratings would be introduced this year to help “total audience ratings come to life”.
Speaking at a Nielsen seminar on total audience measurement, he said the move would follow last year’s rollout of Nielsen’s digital advertising ratings measurement via smartphones.
Stuart Pike, the head of Nielsen’s digital audience measurement for Southeast Asia, North Asia and the Pacific, said Thailand would be the third market in the world to use the new service after the United States last October and Australia last month.
In preparation for the service, the leading mediaresearch company last year teamed with Facebook to enhance its ratings efficacy for online advertising campaigns.
The partnership has resulted in the further development of Facebook’s data assessment, and paved the way for Nielsen to measure the socialmedia giant’s digital content ratings across platforms such as texts, pictures, audio and video.
Sinthu Peatrarut, managing director of Nielsen’s media business in Thailand, said the company would improve traditional TV audience ratings by adding more panels to ensure more accuracy.
“After deploying to a total of 2,400 households last year, we are now ready to deliver the latest TV ratings data, which is based on the adjusted sample size of 2,400, to our clients next month,” Sinthu said.
He said the sample size would be extended to 3,000 households early next year.
Over the past two years, Nielsen (Thailand) has aggressively invested in a series of measurements to capture the growing opportunities driven by the digitisation of media.
To help consumer brands and advertisers improve the efficiency of advertising campaigns via digital media, Nielsen last year launched the ratings measurement for digital advertising on smartphones and personal computers.
Nielsen also plans to extend that to other connected devices such as tablets and wearable devices.
