Nielsen improves TV measurement of HK viewership

The research agency has begun sounding out broadcasters on whether they would support the service, which would capture twice as many pay-TV stations as its current panel. "Almost all companies have shown very positive response," said NMR's Greater China managing director Titan Wang. "The key issue is funding." By focusing exclusively on pay-TV homes, the new panel extends coverage from 26 to 50 cabsat channels and should provide greater reach and frequency information, Wang said. The specialised panel will start with metres installed in 330 cabsat homes, gauging TV viewing of 1,000 people. Nielsen initiated the changes after losing the contract to measure general TV viewing in Hong Kong to rival operator CSM earlier this year.