VTVratings: A system of publicly available and transparent audience measurement metrics.

(CLO) On the morning of March 20th, the announcement ceremony for the VTV Audience Measurement Index System - VTVratings took place in Quy Nhon, Binh Dinh, within the framework of the 42nd National Television Festival.

Attending the announcement ceremony were Mr. Le Quoc Minh - Member of the Central Committee of the Communist Party of Vietnam, Deputy Head of the Central Propaganda and Mass Mobilization Department, Editor-in-Chief of Nhan Dan Newspaper, President of the Vietnam Journalists Association ; leaders of the Central Propaganda and Mass Mobilization Department, Vietnam Television, leaders of Binh Dinh province and television professionals, and delegates attending the 42nd National Television Festival from across the country.

With the development of the Internet and digital television platforms, viewers' habits and viewing patterns have changed significantly. This raises a pressing question: How can we accurately measure television viewing behavior? How can we develop effective content strategies that meet the needs of our audience? VTVratings was created – to answer these questions.

Delegates attending the ceremony to announce the VTV Audience Measurement Index System - VTVratings. Photo: VTV

VTVratings is a set of metrics measuring television audience across multiple platforms, using multi-source data on audience viewing behavior across VTV's television channels and platforms. As a result of applying Big Data technology and data science in its measurement methods, VTVratings is a necessary step for Vietnam Television to keep pace with modern media trends.

Measurement methods using research samples have been common for many years, but have now revealed some limitations: data is slow to update and does not fully reflect the viewing habits of modern audiences. Currently, VTVratings – with its multi-source data and real-time updates – offers high accuracy, transparency, and comprehensiveness.

Not only is VTVratings strategically important for VTV, it is also expected to bring significant value to local television stations. The accurate and up-to-date set of indicators helps assess the appeal of each program, creating a reliable foundation for important decisions.

In an increasingly competitive media market, audience measurement data has become a key factor in helping agencies and brands plan effective strategies. The provision of the VTVratings index by Vietnam Television will create an additional reliable data source, directly supporting the planning and evaluation of the effectiveness of advertising campaigns.

VTVratings provides a solid foundation, opening up new opportunities in content personalization, advertising optimization, and media trend prediction. In the future, the system will continue to develop with AI technology, advanced data, and in-depth analysis, helping Vietnam Television to further affirm its position in the digital media industry.

Delegates officially pressed the button to launch VTVratings - the VTV audience measurement system. Photo: VTV

VTVratings is the result of close collaboration between units of Vietnam Television and partners, with the goal of providing data to the public in an open, transparent, accurate, and completely free manner. This is not simply a story about data, but also a story about innovation, adaptation, and development… of the entire modern television ecosystem.

VTVratings is a system that measures the number of viewers watching VTV content on television and digital platforms. Data is collected from various sources, including traditional television systems, Smart TVs, OTT platforms, and internet-connected devices. Therefore, VTVratings accurately reflects the television viewing habits of its audience.

Mr. Nguyen Thanh Lam, General Director of Vietnam Television, stated that the digital space has been and continues to be a top priority, with users not only watching television and news content but also doing many other things on it. Following this trend, VTV has developed the VTVgo platform with the support of the Department of Broadcasting, Television and Electronic Information. After a period of implementation, VTVgo is now available on smart TVs.

“With VTVgo's reach, it has had over 50 million downloads to date, with over 100,000 new downloads every week, and approximately 9 to 10 million monthly users. Nearly 1 million of these users access it via smart TVs. This generates a huge amount of data, and it would be illogical to have this data but be unable to process and analyze it, relying only on traditional measurement methods. With the VTVratings system, all data is clearly and reliably statistically analyzed, scientifically detailed, and accurately. VTVratings meets the requirements for data sampling and prediction, ensuring all information meets the criteria of being "correct," "complete," "clean," and "live," Mr. Nguyen Thanh Lam shared.

Previously, a common measurement method was based on panels – a randomly selected group of representative households equipped with a People Meter. This device collected data on television viewing habits of a sample audience, then calculated an estimate of the overall audience. The limitation of this method was that the data was updated slowly – it did not immediately reflect real-time viewing habits of the audience.

To overcome this limitation, VTVratings utilizes Big Data from multiple sources, including Smart TVs, OTT platforms, digital television systems, and transmission signals from end-user devices. This system collects data in real time, processes it using AI technology, and performs in-depth analysis.

Source: https://www.congluan.vn/vtvratings-he-thong-cac-chi-so-do-luong-khan-gia-cong-khai--minh-bach--chinh-xac-post339310.html