HBO has become the first Nielsen Co. client to buy ratings for shows viewed via video-on-demand.
The ratings will be generated through Nielsen’s National People Meter panel, which will provide demographic information about viewers as well as the size of the audience.
HBO already gets viewership information about VOD from Rentrak, which gets data directly from cable operators. That data does not include viewer demographic information.
Most TV networks need demographic information in order to sell advertising. However, HBO does not sell advertising.
“Technology has changed the way people watch television. 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 behavior,” said Jan Pasquale, senior VP for research at HBO. “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.”
Nielsen is expected to add other clients to its VOD service.
“Clients told us that VOD is a vital part of their business, and Nielsen responded with a service that allows them to measure, analyze and understand audience preferences,” said Sara Erichson, executive VP, client services, for Nielsen North America.