With the behavior of watching content on both streaming systems and traditional platforms, It has become a matter of interest in the media industry. Because I want to know the clear behavior figures and can be used as a reference for advertising agencies. The Digital Television Association (Thailand) has collaborated with Nielsen Thailand to launch a cross-platform rating system. (Cross-Platform Ratings)
which worked together in August this past And Thailand is the first country in the ASEAN region to have this cross-platform measurement. Its purpose is to match the changes in technology and consumer behavior in today’s era and to raise the quality of this industry. To be on par with international level
However, the full delivery of ratings data across platforms It will be a comprehensive measure of data from both the sample and the mock sample expansion from Census data acquisition technology. Deliveries will be made in Q1 2023, which is now beginning to deliver viewing data from the viewing sample via Television and digital equipment (Computers, tablets, smartphones) in the section of live TV and streaming is completed. And in the 4th quarter of 2022 and will cover additional viewing of past content
The guidelines have evolved from TV viewership ratings and expanded on measurements to cover viewing beyond live TV viewing. It uses data from a sample of data storage technologies combined with the use of Big Data from tagging on websites and applications, and internationally recognized and accepted Data Science technologies. The rating data covers both program content and advertising content.
from both live and replay from all screens and viewer devices. Both television and digital, with the same gauge of viewing across all platforms, as well as a cross-platform replay cut-off process to comprehensively and accurately reflect the audience’s true viewing experience. and all sectors of industry can use the data effectively
According to the September ratings data, it was found that audiences aged 4 years and over all over Thailand. With an overall rating of 11.086%, representing a rating of 7.483% from traditional television viewing and viewing through streaming channels that come in, such ratings are at 3.604%
The most viewed streaming channel is Youtube (1.467%), followed by Tiktok (0.692%) and Facebook (0.682%), respectively, as well as through application platforms and websites. of the station as well
Compared to the previous month’s data It was found that the number of viewers has grown from August. On average, it grew 2% from both traditional TV channels and streaming.
by ratings when separated by specific channels Measured from viewers across the country, viewers aged 4 years and over, it was found that Channel 7HD is the most popular television station among TV viewers. Meanwhile, 3HD channels are the most popular among streaming channels. During the past September The program that received the highest ratings is the live broadcast of the Netherlands, Poland 2022 World Women’s Volleyball Championship (Thailand + South Korea) from the WORKPOINT TV channel with the highest cross-platform rating at 9.447%.
What’s interesting about the viewing habits of different generations is that baby boomers and Gen Z have the same high number of streaming viewership numbers. That shows that baby boomers are more open to watching streaming content, while Gen Z people learn to watch via content immediately. And marketers should plan advertising that is suitable for both of these groups.
Mr. Supap Kleekhai, President of the Digital Television Association (Thailand) revealed, “Based on the first set of data that was delivered in August and September last year, The association is excited to see that Thai people still mainly watch television. And in large numbers, at the same time, streaming channels play an important role in the media consumption of Thai audiences. The association sincerely hopes that The new rating data will benefit both the industry and those interested. And it lays the foundation for knowledge and understanding about the current media viewing. that combines the online and offline worlds together Can use the information to further develop various strategies properly The association will send out monthly ratings data to the public on a monthly basis.”
Ms. Wannee Rattanapol, Chairperson of Cross Platform Rating Survey Working Group, said, “Cross-platform rating data gives a clearer picture of consumers and is beneficial to the media industry in using the data. Use them to make better decisions and strategize your content and ads. By being able to perceive the behavior of both people watching TV through television and digital at the same time, this data set will help in planning how we should mix in terms of traditional and online. to use the budget to be more efficient.”
Interested marketers can download additional full information reports at https://www.adteb.or.th
