As the content consumption pathways in the broadcasting market diversify, there is a call for a shift from traditional sample panel-based TV ratings to data-driven measurement methods.
On September 15, the Korea IPTV Association held a press study on the topic of 'Changes in Domestic Media Usage Patterns and the Direction of TV INDEX Utilization.'
Lee Seo-yong, team leader at IGAWorks, stated, "With the rise of online video services (OTT) and platforms like YouTube, the number of people not watching TV is increasing," adding that measuring TV ratings based on a sample of only 4,000 households has its limitations.
He noted that some channels may report a 0% rating, suggesting no viewers, but this could be due to the limitations of the 4,000-household sample, emphasizing the need to assess the actual scale and value of broadcasting through various indicators.
Lee introduced the TV INDEX measurement method, highlighting that it integrates and analyzes viewing data from 18 million household set-top boxes from the three major IPTV providers (SK Broadband, KT, and LG Uplus), allowing for detailed insights into channel reach and viewing time.
He expressed the importance of examining not just ratings but also actual reach and viewing time, stating, "This data can be utilized in various areas, including content and programming strategies for broadcasters and content providers (PP)." He also emphasized the potential for future integration of set-top boxes and mobile devices, which could evolve into a medium that analyzes 'behavioral outcomes' by connecting TV ad viewing with mobile actions.
During the press study, Yoo Yong-hwa, chairman of the Korea IPTV Association, remarked, "As media usage patterns diversify, the importance of data that can measure and utilize the value of broadcasting from various perspectives is growing." He added, "We will leverage the large-scale viewing data held by IPTV to more concretely demonstrate the value of broadcast content and channels, expanding data utilization across the media industry, including broadcasters and content providers."
Looking ahead, the Korea IPTV Association plans to broaden the industrial application of IPTV viewing data, enabling broadcasters, content providers, and advertisers to make data-driven decisions based on the expanded use of TV INDEX.
On September 15, the Korea IPTV Association held a press study on the topic of 'Changes in Domestic Media Usage Patterns and the Direction of TV INDEX Utilization.'
Lee Seo-yong, team leader at IGAWorks, stated, "With the rise of online video services (OTT) and platforms like YouTube, the number of people not watching TV is increasing," adding that measuring TV ratings based on a sample of only 4,000 households has its limitations.
He noted that some channels may report a 0% rating, suggesting no viewers, but this could be due to the limitations of the 4,000-household sample, emphasizing the need to assess the actual scale and value of broadcasting through various indicators.
Lee introduced the TV INDEX measurement method, highlighting that it integrates and analyzes viewing data from 18 million household set-top boxes from the three major IPTV providers (SK Broadband, KT, and LG Uplus), allowing for detailed insights into channel reach and viewing time.
He expressed the importance of examining not just ratings but also actual reach and viewing time, stating, "This data can be utilized in various areas, including content and programming strategies for broadcasters and content providers (PP)." He also emphasized the potential for future integration of set-top boxes and mobile devices, which could evolve into a medium that analyzes 'behavioral outcomes' by connecting TV ad viewing with mobile actions.
During the press study, Yoo Yong-hwa, chairman of the Korea IPTV Association, remarked, "As media usage patterns diversify, the importance of data that can measure and utilize the value of broadcasting from various perspectives is growing." He added, "We will leverage the large-scale viewing data held by IPTV to more concretely demonstrate the value of broadcast content and channels, expanding data utilization across the media industry, including broadcasters and content providers."
Looking ahead, the Korea IPTV Association plans to broaden the industrial application of IPTV viewing data, enabling broadcasters, content providers, and advertisers to make data-driven decisions based on the expanded use of TV INDEX.
* This article has been translated by AI.
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