Now TV to launch TV ratings system in March
DetailsRebecca Hawkes | 08 December 2014
PCCW's Now TV has teamed up with CSM Media Research and Kantar Media, in what will be a first of its kind audience ratings survey for a Hong Kong pay-TV operator.
The system, which adopts return-path-data technology to track viewing of video content transmitted via set-top boxes (STBs), online and over-the-top (OTT) video platforms, follows the introduction of a television audience measurement system by Nielsen for free-to-air (FTA) broadcaster TVB.
"We need the next generation cross-platform rating system ... to accurately reflect audience behaviour," Tham Loke Kheng, pay-TV executive vice-president of PCCW, is quoted as saying in the South China Morning Post.
The Now TV audience measurement system, which will be launched in March 2015, uses a sample of 2,000 households that mirror the demographics of its 1.2 million subscribers.
The data will extrapolate useful statistics on the pay-TV operator's audience for advertisers, including TV rating points, target audience rating points, the cost per rating point and programme reach and frequency, says the company.