CASBAA Chief Policy Officer John Medeiros presented a brief on problems with Japan’s pay-TV audience measurement system to a joint meeting of the Japan-US Business Council and the US-Japan Business Council in Tokyo on November 13.
He underlined that Japan is way behind other global and regional comparators in pay-TV audience measurement. Small panel size, infrequent measurement and late data delivery all inhibit players in the advertising market from making rational decisions.
The parties hurt by this are largely Japanese companies – both advertisers and Japanese pay-TV channels, he said, but foreign channels would also benefit if better data were to permit stronger growth in Japan’s pay-TV industry. Download a copy of Medeiros’ presentation here.
The full text of a CASBAA-sponsored report on the Japanese Television Audience Measurement (TAM) system is here: