Television and the way we watch it have come a long way since Nielsen began measuring TV audiences in 1950. Today, the ability to watch our favorite shows at any time and on multiple devices amplifies the need for exceptionally adept and flexible audience measurement capabilities.
And there’s a big reason why Nielsen is synonymous with television audience measurement. We invented it. Since day one, we’ve offered the media industry the expertise it needs to make the best marketing decisions possible. Today, our expansive and representative television measurement services capture video viewing across different screens: television and computers.
Consumers are changing with the times, and the same goes for us. As technology continues to evolve and media companies try new ways to attract viewers, understanding what consumers are watching—and what they’re watching on—is more important than ever. Today, viewing video is a personal and online experience. This media fragmentation is both a challenge and an opportunity.
Our capabilities provide relevant metrics that are necessary to inform successful marketing and programming and drive continued growth. We measure more than 40 percent of the world’s viewing behavior—hundreds of channels, thousands of programs, and millions of viewers. This measurement breadth allows clients to plan programming and advertising for their ideal audience. That great lipstick ad you saw during your favorite reality show—that was no accident—it was informed by big data.
Chosen at random through proven methodology, approximately 2,300 individuals from about 800 household panels are recruited to the HKTAM panel. Stringent panel recruitment and management ensure a solid representation of Hong Kong TV viewing households in terms of terrestrial/non-terrestrial TV homes, housing types, household sizes and geographical locations.
Nielsen delivers a constant stream of information, revealing tuning behavior during programs and commercial breaks. We can tell clients which programs are being watched, as well as which ones have the strongest engagement and impact.
Knowing how and when to reach prospective consumers is the Holy Grail of audience measurement and helps media companies and brands make the right planning and programming decisions. Choosing which programs will be the biggest hits is still up to the consumer, but deep intelligence into viewing behavior can improve both return on investment and brand reputation.