크로스미디어 통합시청률조사의 필요성과 국내외 사례

Abstract

The purpose of the study is to suggest the necessity of taking measurements of Total Screening Rate and to analysis various cases of those in korea and abroad, and to discuss social and technical problems in the process of introducing those. Viewers is using broadcasting service with anydevice, in anyplace, at anytime in cross-media environment made by the diffusion of smart media and the N-Screen service. However, because People Meter in present can not measure the time to watch TV Program using other devices except TV monitor in house, the rating or the share of audience of each TV program may be understated. In order to solve this problem, many companies of television audience measurement in korea and abroad is trying to set up the system of Total Screening Rate. We can define the concept of Total Screening Rate as follows: measuring the time that viewers watch TV program of realtime broadcasting service and VOD service with 3 device(TV-PC-Mobile Media). The data of Total Screening Rate is not produced on a regular, and is not transacted commercially yet, though those is produced by audience measurement companies in Korea, European countries, and America. In order that the data of Total Screening Rate can supercede those of People Meter, it is firstly necessary that we should redefine viewing rate to be the mean including the time to watch TV program with 3-device at home and outside, regardless of whether it was realtime broadcasting or VOD service. Secondly, the actors related with this data-audience measurement companies, broadcasting systems, advertising agencies, ets-should discuss how they supplies all cost that is required to produce the data of Total Screening Rate. Thirdly, Return Path Date of 3 device must be used in producing the data of Total Screening Rate.