CSM Digital TV ratings gets thumbs up

Hong Kong - CSM Media Research has made its digital terrestrial TV (DTT) ratings available to the market that will provide audience measurement for DTT channels from ATV and TVB.  

Ada Wong, general manager for ZenithOptimedia, said as a media agency it needs to ensure effective ROI for clients' media investment. TV ratings is the currency of measurement to justify ROI.

"We believe the penetration of digital TV is increasing, the audience measurement allows us to know the total audience pool, the trend, the profile which can help us to explore the appropriate platform & channel to the right target audience," she added.

Wong said before the measurement was launched, they could only judge the channel profile with the program content & broadcasting time but now they could obtain information monitored from an authoritative body composed of different representatives from related industries.

Derek Yip, buying director for UM, observed the current media consumption in the market is evolving and fragmented.  With the government push of the digital TV broadcast, DTT is definitely shaping the new viewing habits of terrestrial TV in Hong Kong.  

"The DTT ratings is enormously important for us as communication agency to understand better the TV consumption nowadays to help us ensure our program selections are most relevant against our target," he added.

Paul Wang, managing director for CSM Media Research, said the company adopts TNS technology for DTV audience measurement and adheres closely to international research standards to provide high quality ratings information to the market.

Established in 2006, the current TV panel has over 650 representative sample households and around 2000 individuals while new households with DTT decoders are also recruited.