Written by: Roshan Dwivedi
Thailand has introduced the dual-screen system to measure TV ratings on both TV and online media, the first country in Asia-Pacific to do so. This new measurement is done with a collaboration among ratings agencies, advertisers and the media network.
GroupM’s Mindshare, Dutch conglomerate Unilever and Nielsen Thailand have jointly debuted the dual-screen measurement, which will evaluate TV ratings on TV and online media in parallel.
Online is more cost-effective in reaching a specific target group. Therefore, using a mix of TV and online video solutions can deliver a higher reach than using TV alone.
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