Dual TV rating deals rattle media shops

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