Media planners and owners as well as advertisers should focus more on multi-platform audience measurement to complement Nielsen's TV ratings, according to IPG Mediabrands, the country's leading media agency.
"Though TV is still the main screen for consumers, the multi-screen lifestyle is spreading to all types of audiences," Khanokkhan Prajongsangsri, director for strategy and innovation, said yesterday.
TV ratings will see a slight drop due to greater media fragmentation after the arrival of 24 digital terrestrial TV channels coinciding with the migration to online TV content, according to the agency’s latest online survey on the multi-screen impact on the media industry.
With a sample size of 500 people aged 12-66 in Bangkok and urban areas, the survey aimed to understand the pattern of TV content consumption and usage of each device for consumption of contents, including smart TVs, personal computers, tablets, mobile phones, game consoles, MP3/MP4 players and laptops.
Device ownership is fragmented across more devices than ever. On average, one respondent has 5.1 devices, while teens have 4.8 and working adults 5.5.
Consumers spend more time consuming content via smart devices – tablets, smartphones and PCs – as much as they spend on TV, which is 3.7 hours a day.
About 48 per cent of respondents use a smartphone or tablet while watching TV, 66 per cent use a desktop personal computer or laptop while watching TV and 72 per cent use a smartphone or tablet while commuting.
Chairwoman Wannee Rattanaphon said there was no doubt that the tracking and measuring of TV viewing behaviour from current consumers was very challenging for media agencies, marketers and media owners.
"We believe that the fragmentation of device usage to consume content can bring the rating of each programme at leading TV channels slightly down, as viewers pay attention to other media instead," she said.
Only a quarter concentrate on TV while watching their favourite shows. The others do something else, such as using Facebook, playing games or chatting with friends online, while watching television.
The media landscape will continue to become more fragmented, particularly after the birth of 24 commercial digital terrestrial TV channels in June.
Marketers, media planners and media owners should learn and understand the changes in consumer viewing behaviour in each platform. They should also spread opportunities to capture viewers’ attention from all devices and platforms through big-data analytics and utilisation, Wannee said.
Last year IPG Mediabrands introduced Cadreon, a specialised marketing-services platform that integrates technology, data and inventory to manage audiences for its clients.