NIELSEN LAUNCHING PROPER CABLE & SATELLITE TV MEASUREMENTS

By The Nation published on April 2, 2012.

Nielsen has been conducting establishment surveys with a sample size of 6,000 to monitor the trends in the cable and satellite TV business for 12 years. After witnessing a big jump in penetration over the last five years, Nielsen embarked on a pilot project last year to design a proper TV audience measurement for cable and satellite operators.

Ad spending via cable and satellite TV is about Bt3 billion, equivalent to only 5-6 per cent of Bt60 billion via free TV - ThaiTV3, channels 5 and 7, Modernine TV and NBT.

Although cable and satellite TV stations have their own rating measurement, that does not mean that ad spending from free TV will be allocated to both platforms as much as their penetration grows, due to two key factors. One is the affordability of satellite TV dishes and sets and cable TV sets and the quality of TV programmes and the other is the progress to full penetration or closer to the current state of free TV.