"TV Index" Launched, Powered by Data from 18 Million Set-Top Boxes
IGAWorks announced on November 4 that it has introduced "TV Index," an analytics solution that advertisers and broadcasters can immediately utilize, based on actual viewing data from 18 million set-top boxes nationwide, in partnership with Korea's three major IPTV providers: KT, SK Broadband, and LG Uplus.
Although trillions of won are invested in the domestic TV advertising market every year, it has been impossible to know exactly how much viewers are actually watching. This is because, for over 30 years, the industry has relied on extrapolating the results of panel surveys from 4,000 households nationwide to represent total viewership. TV Index overcomes these limitations. Instead of showing viewership ratings as simple percentages, as in the past, it provides both the actual number of viewers and the amount of time watched. Previously, only a figure such as "1.5% viewership rating" was available, but now, metrics like "550,000 people watched for an average of 1.1 hours per day" allow for a more intuitive understanding of both scale and engagement.
IGAWorks has integrated the largest set-top box viewing data in Korea, provided by the three IPTV companies, and analyzed it using artificial intelligence (AI) to establish a reliable indicator system for broadcasters, advertisers, and small channels alike. Through this, broadcasters can objectively demonstrate the performance of their channels and programs, using the data for ad rate negotiations and programming strategies. In addition, TV Index is based on statistical data that does not identify individuals, ensuring it can be safely utilized without concerns over personal data privacy.
The current public version displays channel-level performance and viewing patterns, and in the future, it will be expanded to measure program, advertisement, gender, and age group-specific audience segments, enabling TV viewership to be measured as precisely as digital media. TV Index can be accessed directly on its official website.
Mark Kook-Sung Ma, CEO of IGAWorks, stated, "The three IPTV providers have established a joint standard and built a strategic data partnership with IGAWorks, completing a set of indicators that the industry can use for real decision-making. With this new standard, which the entire industry can trust-replacing the previously confusing ratings that varied by institution-the TV advertising market is now poised for renewed growth."
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