SINGAPORE: In a move mirroring the ratings drama unfolding in
Australia, Singapore's two television operators are establishing rival
television ratings systems, raising concerns that this will create
market confusion.
MediaWorks, which is majority-owned by the SPH group, has contracted
AC-Nielsen to establish a rival set of ratings next month when it
launches two TVchannels.
This follows a decision by the city's dominant broadcaster Media Corp to
award a five-year contract to Taylor Nelson Sofres (TNS), which takes
over from ACNielsen in May. Goh Hui Hoon, marketing services manager for
MediaWorks, said the company is commissioning its own research because
Media Corp had threatened to exclude it from the ratings package.
However, to minimise discrepancies, it is understood that TNS' data will
have the same sample error as ACNielsen's. But media agencies are
unconvinced, fully aware of the unfolding situation in Australia, where
sharp discrepancies have been reported in ratings data provided by
ACNielsen and OzTam.
Manpreet Singh, general manager of MindShare Singapore, said having two
systems will only lead to confusion, while analysing two sets of figures
will add to work and time pressures facing agencies.
Although the stations will pick up the tab, media shops insist they will
still incur additional costs because more staff will have to be
recruited to handle the extra workload.
Elaine Quek, client services director at CIA Singapore, said
discrepancies are inevitable since each will use a different sample of
people.
Pointing to TNS' pilot rating figures, Quek said the data is already
significantly different to ACNielsen's.
Rebecca Tan, ACNielsen director of media research, said buyers should
deal with discrepancies by examining the historical data - something
only ACNielsen can provide as the incumbent.
