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By
measuring VoD usage through Nielsen's National
People Meter VoD Audience Measurement Service,
HBO will be able to understand not only
how many households are viewing its VoD
offerings, but also the demographics of
the audiences viewing each specific programme.
"Technology
has changed the way people watch television
and as our customers increasingly use our
on-demand products to watch our shows on
a timetable of their choosing, it is essential
that we understand this growing shift in
viewer behaviour," said HBO senior
VP research Jan Pasquale.
"The knowledge gained from this service
will enable us to drive additional consumer
satisfaction by understanding the appeal
of our programming to specific audiences
and developing targeted offerings for the
full range of our customer base," Pasquale
added.
Nielsen
US executive VP client services Sara Erichson
said, "Clients told us that Vod is
a vital part of their business, and Nielsen
responded with a service that allows them
to measure, analyse and understand audience
preferences.
"We recognise that it is essential
to measure media consumption wherever and
whenever it occurs, regardless of platform,
and our Vod solution provides a way to measure
the
growing audience for on-demand viewing.
HBO was instrumental in the development
of this service, working with Nielsen engineering
and product development to fine-tune the
reports and metrics. We're delighted that
they are the first client to use this service."
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