Is a New Era of TV Ratings Measurement Approaching?

The era of using outdated sample-based methods to track viewership may be coming to an end. A new IPTV-based integrated viewing data system has been validated for its accuracy in capturing comprehensive viewer behaviors and broadcast consumption patterns, potentially marking a significant shift in how TV ratings are measured.

This innovation could be a game-changer for small and struggling media operators, such as Program Providers (PPs), operating in the fiercely competitive broadcasting market.

A recent seminar held by the Korea Society for Broadcasting and Telecommunication Studies, titled “New Growth and Coexistence in Broadcasting and Advertising: Finding Answers in Media Viewing Data,” showcased the forthcoming "IPTV Integrated Viewing Data Platform" by Korea’s major IPTV providers, poised for launch later this year. The platform aims to revolutionize the broadcasting industry, offering detailed insights and opportunities previously inaccessible through traditional rating systems.

Key presentations at the event highlighted the significance of IPTV viewership data. Experts discussed how IPTV's set-top box data, collected from 18 million subscribers, can provide more accurate and granular measurements compared to traditional sample-based ratings systems. They emphasized how this data could invigorate the broadcasting industry and enhance advertising effectiveness.

Research findings by Professor Hwang Yong Seok demonstrated the superior accuracy and reliability of IPTV viewing data compared to conventional panel-based systems. The study revealed impressive path recognition rates and a low margin of error, indicating the potential for more precise viewership metrics and personalized service development.

The validation of IPTV viewing data in an academic setting brings to light its objectivity and practical applications in broadcasting, promising to benefit overlooked small channels and potentially revolutionize the broadcasting and advertising landscape.

The panel discussion following the presentations explored strategies for utilizing IPTV data effectively and the necessary policy support. Industry experts expressed optimism about the platform's ability to enhance the competitiveness of the media industry and open up new opportunities for smaller broadcasters.

The traditional TV rating system in Korea, relying on outdated "people meters," has faced criticisms for its outdated methodology and inability to accurately reflect modern viewing habits. With the introduction of real-time, large-scale data collection through IPTV, there is hope for a much-needed transformation in how TV ratings are measured.