Need to measure multi-screen television audience seen as rising

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.

Heating up

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.

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Originally posted by Watchiranont Thongtep at The Nation
8th October 2015