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.