For the first time in ASEAN, the Office of the NBTC, in collaboration with the Association of Digital Television Broadcasting (Thailand) and Nielsen, to start conducting cross-platform ratings
Last updated: 29 Sep 2022 | 673 Views |
On August 11, 2022, at 10:00 a.m., at the Office of the NBTC, the launch of the first new television ratings survey in ASEAN, the cross-platform ratings, took place.
Prof. Dr. Pirongrong Ramasoota, Commissioner, the National Broadcasting and Telecommunications Commission of Thailand (NBTC), revealed that the Office of NBTC, in cooperation with the Association of Digital Television Broadcasting (Thailand), is about to launch ASEAN’s first-ever cross-platform ratings system.
Fully functional cross-platform ratings data that measures TV viewership from both terrestrial TV and online platforms will be available in Q1 2023 to reflect changes in technology and consumer behavior in the modern era.
This is because the Office of NBTC has recognized the importance of business survival, including the need to upgrade and develop Thailand's television industry to be in line with changes in technology and consumer behavior in the digital age.
The Office of the National Broadcasting and Telecommunications Commission (NBTC) has allocated the budget to conduct a new television ratings survey for the Association of Digital Television Broadcasting (Thailand) for use in the development of the cross-platform ratings project, for which the Association of Digital Television Broadcasting (Thailand) has commissioned AGB Nielsen Media Research (Thailand) Co., Ltd. as the contractor to conduct the cross-platform ratings viewership measurement both through television and online platforms for four years.
The newly developed cross-platform ratings data will remove repeat viewership numbers for both live viewing and digital streaming without limitation to any platform or device, thus enabling TV stations to better plan their strategies to attract and engage their audiences more accurately. Furthermore, it will improve marketers' understanding of audience behavior across all platforms, allowing them to better target their marketing plans to customers.
Mr. Suphap Kleekajai, President of the Association of Digital Television Broadcasting (Thailand), said that the association has continuously pushed for the cross-platform ratings project for quite some time through multiple attempts. We owe sincere gratitude to all sectors for their contributions, such as the Office of the NBTC, 15 digital terrestrial television operators, and the Media Agency Association of Thailand, for working together for a full year since the beginning of the signing of the memorandum. And now the industry is about to receive a complete set of information. We are excited and thankful to all sectors and look forward to working closely with Nielsen to deliver standardized measurements. The cross-platform ratings will closely track any changes in technology and consumer behavior in the digital era to enhance the quality of the television industry and the further development of the contents of each station.
AGB Nielsen Media Research (Thailand) Co., Ltd. plans to deliver cross-platform ratings data to the Association of Digital Television Broadcasting (Thailand), NBTC, and the industry in the following phases:
1. Separate datasets based on TV viewing (live TV and streaming) and digital platform viewing (computers, tablets, and smartphones) will be delivered in August 2022.
2. Cross-media datasets from TV + digital platform viewing (computers, tablets, smartphones) of live TV and streaming will be delivered in September 2022.
3. Cross-media datasets from TV + digital platform viewing (computers, tablets, smartphones) of catch-up TV programs will be delivered in the fourth quarter of 2022.
4. Full datasets (cross-platform ratings) will be delivered in February 2023.
