Introduction

Television, in nearly every country around the world, has become the dominant medium for information, commercial communication and entertainment. This has led to the ever-increasing desire by broadcasters, advertisers and advertising agencies to have accurate, consistent and detailed information about TV audiences.

Hong Kong TAM (Television Audience Measurement) is the specialized branch of media research, dedicated to quantifying (size) and qualifying (characteristics) this detailed viewing behavior of audiences via TV and PC. 

As consumers demand more content on more channels and on more devices, Nielsen is committed to provide the most complete understanding of audiences across all media and the highest quality measurement of what people watch in Hong Kong.

 

Panel

Chosen at random through proven methodology, approximately 2,300 individuals from about 800 household panels are recruited to the HKTAM panel. Stringent panel recruitment and management ensure a solid representation of Hong Kong TV viewing households in terms of terrestrial / non-terrestrial TV homes, housing types, household sizes and geographical locations.

Each meter collects TV data on a daily basis. Please click HERE if you want to know more about our Peoplemeter system.

 

Value to Clients

Nielsen delivers a constant stream of information, revealing tuning behavior during programs and commercial breaks. We can tell clients which programs are being watched, as well as which ones have the strongest engagement and impact.

 

HKTAM enhancement - OTT measurement service

As the currency of TV Audience Measurement (TAM), we hear industry's expectations and concerns; we share the same goal to move beyond the current scope & progress towards a new page of audience measurement. Since Aug 2016, Nielsen HKTAM has integrated the OTT measurement service to deliver a more comprehensive view TAM report to our media owners, brand advertisers and agencies.

This OTT measurement solution validates Nielsen's commitment to offer innovative measurement solutions that meet the advertising needs of our partners and reflect the total audience whether over-the-air or over-the-top. Nielsen always commit to support the continual growth of Hong Kong media industry through transparency, measurability and insights to drive informed business decisions and profitable gain.

A copy of the OTT viewing measurement briefing deck can be distributed by Nielsen on behalf of HKTAM Founding Subscribers Committee (FSC) upon request.

Interested parties can send their request to nielsenhk@nielsen.com

 

Gold Standard

The Hong Kong TV Contents Gold Standard (HKTVCGS)  presents the industry standards for Hong Kong Television Audience Measurement. The latest version is HKTVCGS 2.5.2, available in English only.

A copy of the Gold Standard can be distributed by Nielsen on behalf of HKTAM Founding Subscribers Committee (FSC) upon request.

Interested parties can send their request to nielsenhk@nielsen.com

 

 

Privacy at Nielsen

At Nielsen, we collect different types of information based upon the panel or survey in which you participate and we are very protective of your information. We will NOT use your personal identifying information to advertise, promote, or market goods or services directly to you and we do not allow our clients to market directly to you. If you would like to generally understand how Nielsen protects the privacy of its panel and survey members, please visit our Panel Privacy FAQs.

Please contact our local Hong Kong office if you need more information:
2563 9688/ nielsenhk@nielsen.com

 

Click here to access the HKTAM Glossary Highlights