New measurement system to identify individual TV viewers
A new set-top box measurement system that allows the identification of individual TV viewers as well as households is being launched by NDS and TNS Media Research.
The new system prompts viewers to identify themselves by their first name using their remote control and allows them to add additional guests watching TV alongside them.
The service – called RPDi, which stands for Return Path Data individual – only measures audience viewing in homes that have agreed to participate through an opt-in process.
Gideon Gilboa, NDS product marketing manager for advertising solutions, said: “Operators are turning to STB (set-top box) measurement because it allows them to truly understand the behaviours of their subscribers, providing rich data not available from traditional measurement methods.
“This includes niche channel viewing, time-shifted TV and interactive usage. To date this has mostly been reported on a household level but with RPDi customers can have the best of both worlds: rich STB data and strong individual level reporting to improve their business decisions and advertising sales.”
Nick Burfitt, global head of RPD at TNS Media Research, said: “RPD is becoming a standard tool among TV operators in developed markets for driving strategic decisions related to their business. Enriching this tool with individual viewing data adds key information on audience demographics and composition. RPDi is a cost-effective way to bring this functionality to the STB.”