| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 103 === Since 2005, the market research company announced its withdrawal from
Taiwanese market, Nielsen form a dominate advantage, laid the objective
third-party television ratings measurement indicator that is enable advertisers, advertising and program strategies in the media agency and media use it as the basis. Along the advances of technology, the transmission of television signals made a
new progress, which the National Communications Commission (NCC) announced the first year of Taiwan high-definition digital TV in 2012. According to the NCC in the 2nd quarter of 2015, the number of digital set-top box subscriber has reached 4.271 millions, 85% of the number of cable television subscribers.
At this time, Cloud and Connect TV Forum (CCTF) and the Institute for Information Industry (III) established "New Media User Lab”, in conjunction with a Multiple-System Operator (MSO) to do the data collection through the digital set-top box, which obtained high efficient and accurate feedback of users rating behavior, instead of using 2000 people meters samples at Nielsen. According to Nielsen Media survey, in 2014, the total amount of TV ads up 24.583 billion NTD; wireless accounted for 8.2%, cable accounted for 46.7%. The cable TV advertisement is the first place of top five media advertising. It indicates television advertising has a significant influence in the entire advertising market, and it shows Cable TV advertising is indispensable to the entire industry ecosystem. Also, it implies the measurement of the annual ratings results affect the amount of advertising.
The study exploits the instruments of secondary data analysis and in-depth interviews in the media industry three important roles, including the media, the media agency and ratings survey department, to organize the comparison of Nielsen’s people meters samples with New Media User Lab’s sample by their structures, statistic techniques, and the similarities and differences. Furthermore, the study helps to explore new applications of these large data in future.
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