Chapter 4.1
Tracking Media Trends
Media Consumer Experience Study
MDA commissioned the fourth edition of the Media Consumer Experience Study – an annual study on media consumption patterns and consumer satisfaction with media services in Singapore. The key findings for 2015 are highlighted below. Please refer to this fact sheet for more details.
%
Overall Media Satisfaction Index
Consumers were most satisfied with the quality of media reception
%
Content Classification Satisfaction Index
Consumers were most satisfied with the content classification system for Free‑to‑Air TV
hrs/wk
Time spent using the Internet for media‑related activities
%
of consumers watch Free‑to‑Air TV weekly
%
of consumers subscribe to pay‑TV
hrs/wk
Average time spent watching Mediacorp channels
Watching Mediacorp TV remains the media activity with the highest time spent
%
of children (aged 14 and below) use the Internet
%
of children (aged 14 and below) use social media
Most popular social media networks: YouTube, Facebook and Instagram
New National Audience Measurement System
To better understand local viewership trends, MDA commissioned GfK Asia Pte Ltd to build and manage the Singapore Television Audience Measurement (SG-TAM) system in 2015. This is the first national single source, multi-platform TAM system that allows broadcasters, producers and advertisers to access audience consumption data across Free-to-Air TV, pay-TV channels, Over-The-Top streaming, as well as online and mobile channels. In consultation with the TAM Review Committee comprising key representatives from the broadcast and advertising communities, a list of up to 200 television channels has been jointly-reviewed and agreed for measurement.
The SG-TAM will be instrumental in developing engaging content for the local consumer by enabling better resource allocation in content production and scheduling. SG-TAM is expected to commence data delivery in the second half of 2016.