TVB.com strikes Nielsen Online deal

Hong Kong - Hong Kong's largest broadcast group TVB has selected Nielsen Online as its exclusive partner to provide tracking and analysis of its 100-plus tvb.com channels. 

Since the launch of MyTV in November last year, tvb.com has seen its page views increase almost 250% from 4 million to 14 million between November 2008 to April 2009.

Ivy Wong, COO for tvb.com, said TVB could gain an in-depth understanding of users' attitudes and behaviour using Nielsen Online's Marketing Intelligence tool that will help tvb.com to develop a customised range of products and services to fit its users needs.

"It will also enable us to work with our advertising clients on effective integrated marketing planning to generate higher audience response rates, and make tvb.com an extremely cost-effective way to reach an active targeted internet population," she added.

Early data shows that since the launch of MyTV in November last year, TVB.com has attracted more male browsers with over 70% under 30 years.

Wong said tvb.com used to have a female to male ratio of 70:30 as women came online to read the drama synopsis, but with the introduction of news, finance and sports channels, the overall female to male ratio has become more balanced at 55:45.

She said the popularity of tvb.com since the launch of MyTV has attracted Ocean Park, Disneyland, Canon and Citibank to advertise on the site. 

"The credit crunch is putting the spotlight on analytics as organisations such as tvb.com seek to understand where they are getting the best return on investment and where real value is being added," said Joseph Kam, commercial director for Nielsen Online.

He added that the ability to track both web traffic and streaming video and mobile provides an excellent opportunity for the broadcaster to adopt a greater level of accountability and accuracy.

In March 2009, 7.5 million videos were viewed by 1.5 million unique viewers on MyTV and since its launch unique visitors increased by 30% at 3.3 million with a 20% increase in page impressions to 68 million.  

MyTV channel allows users to catch up on TVB programs such as drama, variety, entertainment and news online through different devices.