On 1st January 2013, Hong Kong gained a new Television Audience Measurement (TAM) service. Nielsen is the sole provider to be endorsed by the media industry to manage the service, said to be the most comprehensive ever offered in Hong Kong.
To meet advanced industry requirements and international standards and to ensure fairness and independence, Nielsen went to great lengths. This included establishing an 8,000 personal sample Establishment Survey, the formation of a 2,300-member panel (in 800 households), testing Nielsen’s People-Meters as well as an independent audit of data collection and processing procedures. They also added a new technology called ‘Audio Signature Matching’ which collects audience viewing of TV programmes on computers.
The service is given on a 5-year contract and should offer advertisers and agencies an unprecedented measurement of consumer behaviour and demographic characteristics of the Hong Kong television audience.