CSM and Kantar Link for HK Return Path Data First

Kantar Media and CSM Media Research - a joint venture firm between CTR Market 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.

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.

Nick Burfitt, Global Director Kantar Media Audiences, comments: 'We are delighted to be partnering with Now TV and our local team in CSM to bring the benefits of RPD to the Hong Kong market. Our experience working with pay-TV operators worldwide over the last decade to deploy services utilizing our best-in-class technology will ensure that advertisers, agencies and content producers gain real and useful insights into the viewing habits of Now TV subscribers.'

Web sites: www.kantarmedia.com and en.csm.com.cn/index.php .