CSM and Kantar Link for HK Return Path Data First

WPP sister agencies CSM Media Research and Kantar Media have partnered with Hong Kong’s largest TV broadcaster Now TV, to roll out the region’s first cross-platform television audience measurement system using return path data (RPD) technology.

The partners are to introduce a ratings system that captures and reflects total cross-platform viewing in and out of home; and claim this will be the first such RPD measure in Hong Kong, based on automated system-captured data. http://www.asi.eu.com/2014/12/09/csm-and-kantar-link-for-hk-return-path-data-first/

A panel of 2,000 has been established to represent Now TV’s customer demographics, and CSM will analyze system-captured data using Kantar Media’s RPD technology and proprietarily developed Probability of Individual Viewing (PIV) algorithm. Reporting will use common variables including Gross Rating Points (GRP), Target Audience Rating Points (TARPs) and Cost Per Rating Point (CPRP), Reach and Frequency