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Historical Milestones In APAC: Nielsen Unveils Roadmap To Monetises Cross-Media Audiences In Thailand

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Nielsen will deliver Cross-Platform Ratings in Q1 2023 in Thailand to provide a single, deduplicated audience metric across linear and digital streaming, regardless of platform or device.

As consumers take greater control over their viewing, audiences are becoming increasingly fragmented across different types of media, devices, and time. This has created a tremendous need for total audience measurement of content and advertising.

The Office of the Broadcasting Commission The National Television and Telecommunications Commission (NBTC) has recognised the importance of industrial development. To cope with the changes in technology and consumer behaviour in the digital era, the NBTC has supported the budget for ADTEB for use in the development of Cross-Platform Rating projects and selected Nielsen Thailand to build a cross-platform audience measurement solution.

With Nielsen Cross-Platform Ratings broadcasters will be able to make smarter programming and distribution decisions to grow audience size and engagement, and to monetise new audiences. Marketers will also benefit from a better understanding of unique audiences, which may provide the ability to evaluate audience frequency, and reduce double counting, inflated metrics and advertising waste.

Preliminary data of live, on-demand and time-shifted viewing across TV, CTV, computer, mobile and tablet will be released to market in stages across the coming months.

Data to be made availableDate
TV:
Live linear TV including traditional and streaming

Digital (Computer, Tablet, Smartphone):
Streaming activity at player level
August 2022

August 2022
TV + Digital (Computer, Tablet, Smartphone):
Live linear TV including traditional and streaming
September 2022
TV + Digital (Computer, Tablet, Smartphone):
Catch up broadcast streaming
September 2022
Total Audience (Cross-Platform Ratings)February 2023

Aaron Rigby, Nielsen Managing Director Thailand said: “The media landscape is evolving and I’m thrilled to be at the heart of providing robust cross-media audience measurement to the industry to make smart content and ad decisions. It’s a unique opportunity for marketers to capitilise on new ways to engage viewers.”

This announcement follows ADTEB selecting Nielsen in 2021 as the endorsed measurement supplier.

Nielsen Cross-Platform Ratings is powered by a single source panel with a digital census, capturing viewing across broadcaster apps and players. This results in a granular dataset covering a daily view of how people engage with video across traditional and streaming platforms.

Also read: Nielsen’s Annual Marketing Report Uncovers Only 26% Of Global Marketers Are Confident In Their Audience Data

Prof. Dr. Pirongrong Ramasoota, Director of National Broadcasting and Telecommunications Commission of Thailand (NBTC) “The NBTC believes this newly developed system will provide accurate, impartial information, reflecting the popularity of the audience and has been trusted by broadcasters and media agencies. It will also benefit government agencies, educational institutions and those involved in the research development. This will raise the standard of the television industry.

Suphap Kleekajai, President of the ADTEB, said: “We are thrilled to walk beside Nielsen to deliver this gold standard measurement. The new ratings system will cover changes in technology and consumer behaviour in the digital era to upgrade the quality of the industry.”

This release brings us one step closer to our goal of providing comparable and deduplicated metrics across all screens for the marketplace with Nielsen ONE. Nielsen has already begun transforming its audience measurement solutions to increase resilience and flexibility. Recently Nielsen enhanced its Identity System for Digital Ad Ratings across 29 international markets, including Thailand.

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