Now TV to look at new viewing habits
All platforms will be included, from on-the-go mobile devices to more traditional televisions, in another big ratings survey for the city
Now TV is to study viewing habits across all platforms, the first ratings survey by a pay-TV operator.
The survey, with CSM Media Research and Kantar Media, is the largest of its kind in Hong Kong, along with Nielsen's ratings survey commissioned by free-TV giant TVB.
Tham Loke Kheng, pay-TV executive vice-president of PCCW, which runs Now TV, said habits had changed dramatically, with viewers consuming on-demand content on mobile devices.
"We need the next generation cross-platform rating system … to accurately reflect audience behaviour," said Tham.
The system developed by Kantar Media and CSM Media Research adopts "return-path-data" technology that tracks viewing of TV content transmitted via set-top boxes, online and over-the-top platforms. Data is captured without the need to install any other equipment on sample households.
The survey picks a sample of 2,000 households that mirror the demographics of its 1.2 million households subscribing to Now TV services according to their estate type, where they live and devices they use to project a viewership of individual household members.
TVB's ratings survey contains 800 households. Each has a meter installed on their television sets and computers to measure ratings on TV and online.
Tham said the data would be translated into the currency widely adopted by advertisers, including TV rating point, target audience rating point, cost per rating point and reach and frequency to appeal to advertisers.
She denied the new system came about in light of the launch of HKTV, as the pay-TV operator has been working on the system for 18 months.
Melanie Lo Ka-wai, chairwoman of the Association of Accredited Advertising Agencies' media committee, said advertisers would prefer one survey covering all TV stations, pay or free, but she welcomed Now TV's new ratings survey, which would provide more data for reference.
Lo said the radical change of lifestyle under the influence of internet and digital entertainment had pushed advertisers to look beyond traditional media to place adverts.
She said for pay-TV, advertisers were looking at reaching audiences of "better" profile as they were willing to fork out a monthly subscription fee.
"You can still reach a mass audience through TVB, which still accounts for a major audience share," said Lo.
"But you can no longer rely on one platform. Many young people don't watch TV on a fixed screen at home and consume content on other platforms online. If you don't go on to those channels, you will miss this group of potential consumers."
Now TV said the new ratings system would be launched in March.
