Despite the pandemic, brands must continue media spending to shore up sales and adopt data analytics to make a prudent outlay, says Nielsen Media Thailand, a market research firm.
In 2020, a Nielsen survey found TV viewership spiked as more people worked from home, particularly those in Bangkok and aged above 35.
“Despite numerous challenges brought by the pandemic, there was also a major shift in consumer behaviour towards increased media consumption,” said Runchita Srivoravilai, director of Nielsen Media Thailand.
Media consumption across all key platforms including TV, internet and radio increased in 2020, especially during the initial period of the outbreak.
The survey found 99% of respondents watched TV in the past seven days, and that they spent the majority of their free time watching TV. Consumers spent an average of 4.09 hours each day watching TV in…
