Summary Info
- Online viewership increases by 22 percent compared to Euro 2008
- Nationwide Euro live broadcast TV ratings declines by almost 25 percent from 2.23 in 2008 to 1.68 in 2012; while "Big Match”: England versus France is the most-watched
- "The Red Fury" receives the most "buzz" owning more than a quarter of all online mentions of football teams in a span of a month
According to Nielsen TV Ratings, the most-watched match during Euro 2012, surprisingly, was not the final between Spain and Italy, but an all-time favourite England versus France on June 11 with the ratings of 4.05. The final came in second at 2.99. Overall TV ratings for Euro 2012, excluding viewership via GMMZ box, clocked in at 2.73 in Greater Bangkok, whereas nationwide ratings declined to 1.68; both numbers showed a significant drop of 15 percent and 25 percent respectively compared to previous Euro cup ratings in 2008.
“The Red Fury” Spanish football team received the most mention on Thailand’s online platform, owning more than 25 percent of all conversations about various football teams in the Euro Cup 2012. Italy, the Euro runner-up, also came in second at 20 percent, followed by England and Germany at 17 percent.
"Due to increased limitations in television broadcasting of Euro 2012, Thai football fans had no choice but to get creative and start looking for other alternatives. This is where mobile and online services come in handy," commented Sinthu Petrarat, Nielsen's Managing Director of Media. "Given that this Euro cup situation has, one way or another, educated Thai consumers of various connectivity and multimedia functions on their devices - be it Internet TV or Mobile High-Definition Link (MHDL), with the right marketing plan and infrastructure support, it is possible for online content providers to become one of the broadcasting contenders during the World Cup in two years."
According to Nielsen Smartphone Insight study, close to 25 percent of smartphone users in Thailand are already watching television or video content at least once a month via their mobile phones. Moreover, seven out of ten Thais are planning to buy an Internet television by the end of 2012.
The complications surrounding Euro 2012 television license significantly pushed online viewership up during the football tournament compared to the previous Euro 2008; while the Spanish football team received the most online buzz yet lost the TV ratings battle to England-France match, according to a recent Nielsen survey.
Resorting to online broadcasting, 22 percent more of Thai consumers, compared to 2008, bypassed television black screen phenomenon and viewed Euro 2012 football matches through content streaming via websites. Not only online sites were seeing a surge of visits, content viewing via mobile phones also increased during the football tournament by 20 percent compared to four years earlier. Nevertheless, although television viewership was affected by the dispute, it remained Thailand's undisputed dominant viewing platform during Euro 2012 with the reach of 46 percent of all Thai households with television.
According to Nielsen TV Ratings, the most-watched match during Euro 2012, surprisingly, was not the final between Spain and Italy, but an all-time favourite England versus France on June 11 with the ratings of 4.05. The final came in second at 2.99. Overall TV ratings for Euro 2012, excluding viewership via GMMZ box, clocked in at 2.73 in Greater Bangkok, whereas nationwide ratings declined to 1.68; both numbers showed a significant drop of 15 percent and 25 percent respectively compared to previous Euro cup ratings in 2008.
“The Red Fury” Spanish football team received the most mention on Thailand’s online platform, owning more than 25 percent of all conversations about various football teams in the Euro Cup 2012. Italy, the Euro runner-up, also came in second at 20 percent, followed by England and Germany at 17 percent.
"Due to increased limitations in television broadcasting of Euro 2012, Thai football fans had no choice but to get creative and start looking for other alternatives. This is where mobile and online services come in handy," commented Sinthu Petrarat, Nielsen's Managing Director of Media. "Given that this Euro cup situation has, one way or another, educated Thai consumers of various connectivity and multimedia functions on their devices - be it Internet TV or Mobile High-Definition Link (MHDL), with the right marketing plan and infrastructure support, it is possible for online content providers to become one of the broadcasting contenders during the World Cup in two years."
According to Nielsen Smartphone Insight study, close to 25 percent of smartphone users in Thailand are already watching television or video content at least once a month via their mobile phones. Moreover, seven out of ten Thais are planning to buy an Internet television by the end of 2012.
Source: Press Release by Nielsen (Thailand), 5 July 2012
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