Kantar Media Wins Thai TV Ratings Contract

In Thailand, the Media Research Development Association has awarded Kantar Media a five-year contract to deliver the official multi-platform TV ratings for the country. The tender process also included GfK and Video Research.

The association includes representatives from the major broadcasters, TV operators (satellite, cable and free to air) and media agencies. It expects close cooperation with The National Broadcasting and Telecommunications Commission, which has supported the implementation of the official TV rating service.

Kantar Media will use a representative panel of 3,000 homes to measure multi-platform TV viewing. When launched in 2017, the service will include measurement of viewing on the TV set (Core TV) and on tablets, smartphones and PCs (Extended TV), with the aim of delivering a complete picture of actual TV consumption in Thailand. Along with sister company TNS, Kantar Media will begin establishing a specialist audience measurement team in Bangkok later this month.

Commenting on the commission Wannee Ruttanaphon (pictured), President of the Media Agency Association of Thailand (Maat), said: 'We will have accurate and audited audience measurement for viewing across platforms reflecting consumers viewing habits. Advertisers can spend their media budget with efficiency. With full access to information, broadcasters can improve their programming continuously'.

Web site: www.kantarmedia.com .