Television Measurements in the Age of Big Data: Concepts and Examples
Download paperPhD in Physics and Mathematics, Associate Professor at the Chair of Econometrics and Mathematical Methods in Economics, Moscow School of Economics, Lomonosov Moscow State University, Moscow, Russia
e-mail: sergvart@gmail.comSection: Television and Radio
One of the current trends in marketing and media research is the growing intensity of Big Data use. In the media industry, Big Data can be used not only for advertising and market research but also for audience measurements. The most important type of Big Data in this case is the return path data (RPD) gathered from set-top boxes (STBs) used for digital television broadcasting. The proper analysis of these data makes it possible to improve the accuracy of the traditional media measurement methods based on peoplemeter panels. This article provides a review of Big Data-oriented methods of television audience measurements and some real- life examples of their implementation.
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