Nielsen Cross-Platform Roll-Out for Thailand

Nielsen has set out a timetable for the provision of cross-media audience measurement in Thailand, following its selection by broadcasting industry body ADTEB last year. The firm says it will deliver its full Cross-Platform Ratings service in the country in the first quarter of 2023.

Cross-Platform Ratings is powered by a single source panel with a digital census, capturing viewing across broadcaster apps and players. ADTEB's budget and choice are supported by the country's National Broadcasting and Television Commission (NBTC), with the aim of helping advertisers and broadcasters to make 'smarter programming and distribution decisions to grow audience size and engagement, and to monetise new audiences'. Preliminary data will be rolled out in stages, beginning with live linear TV (including streaming) this month and with on-demand and time-shifted viewing across TV, CTV, computer, mobile and tablet to follow.

Aaron Rigby, Nielsen MD Thailand says of the launch '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 capitalise on new ways to engage viewers'.

According to ADTEB President Suphap Kleekajai, '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'.

Web site: www.nielsen.com .