Nielsen nabs HKTAM contract

NIELSEN   TV   HK4A   TVB

Hong Kong - TVB, HK4A and HK2A have awarded Nielsen a new Hong Kong Television Audience Measurement (HKTAM) contract to track TV audiences across all screens, just in time before the new free-TV licenses are issued.

Nielsen will adopt new measuring techniques to gather data on audiences watching TV programming online, either from their computer or mobile devices such as smartphones and tablets, to better reflect the actual TV viewing behaviour across emerging platforms.

The sampling size will also increase from 650 households to 800 to better represent the Hong Kong population.

The contract period for the new HKATM contract will start from 1 January 2013 to December 2017.

"The new TV audience measurement system will provide a holistic view and benefit the whole industry as we expect more competition this year," SK Cheong, general manager, broadcasting of TVB said.

"The media industry is in a state of transition and Nielsen has the global expertise and tools we need to provide the industry with the best insights now and in the future," Ray Wong, CEO of HKPHD, said.

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