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Nielsen sees growth in Thai market

Research firm Nielsen Company says it sees strong growth potential in the Thai market and so will continue to invest in new products in the Kingdom despite a decision not to compete for a government contract to become the official television ratings agency, an area in which it specializes.
 
“We will continue to spend more in Thailand as there is huge room to grow in this research market. Thailand remains our key market,” said Sinthu Peatrarut, managing director of Nielsen Thailand.
 
Nielsen Company was founded in the United States by Arthur Nielsen and began providing ratings first for radio programs in 1947 and then for television in the 1950s.  It is regarded as the foremost ratings agency for television and many other media.
 
Nielsen Thailand has been providing television audience measurement services in Thailand since 1980, and has been the dominant television ratings agency in the Kingdom, according to The Nation newspaper.
 
Despite that, Nielsen chose not to participate in bidding being held by the Media Agency Association of Thailand for a contract to serve as the Kingdom’s official television ratings agency.  Nielsen executives said they did not receive adequate notice or details from the agency to properly prepare a bid.
 
“There were only five days until the application deadline.  We didn't get any detailed information about the scope of the tender.  This was insufficient time and information for our board's approval, so we decided not to join the selection," said Suresh Ramalingam, a Nielsen Thailand executive.
 
Nonetheless, Managing Director Sinthu said he believed that Nielsen’s rating will still be regarded as the benchmark by the Thai television industry and advertisers, because of its long history and experience.
 
“We sell trust. That's why our clients have appreciated us during our 30 years of operations in Thailand,” he said.
 
He added that the company was committed to doing business in Thailand for the long term, and will continue to invest in its core business of media and market research for clients. He stressed that Nielsen would keep pace with the changing media landscape, and those changes will provide more opportunities for the company.
 
In preparation for the rapid change in the media ecosystem, mainly driven by advanced wireless broadband Internet infrastructure, Nielsen is planning to conduct multi-screen measurement for online media by the third quarter of this year.
 
At the moment, television accounts for 65 percent of the US$4 billion media industry, and remains the biggest window for major brands and corporations to reach a nationwide audience.
 

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