Open access
NEW DATA SOURCES IN TELEVISION MARKET MEASUREMENT
Aleksandra Chmielewska,1, Krzysztof Kuźmicz2
Publication language: Polish
scientific paper
Guests Editors of the Issue Tomasz Herudziński, Wojciech Mincewicz
Transformations No. 4(127)2025, Publication date: 30 December 2025
Keywords: RPD, CDN, HBBTV, TV, data
Abstract The television market is intricately connected to the advertising and research sectors, forming an ecosystem where data sharing between entities is essential for mutual growth. Research in this field has become increasingly challenging due to the dy-namic nature of television viewing habits, shaped by the continuous emergence of new technologies such as OTT platforms and FAST channels. These innovations are pivotal for attracting and retaining audiences, and the key competitive advantage lies in understanding consumer needs and behaviours. While data from individual media studies has been sufficient so far, the future points toward single-source studies that integrate multiple data streams. However, even these comprehensive approaches may have limitations. By leveraging technologies that gather data across broadcast-ing platforms and segment it by device usage, detailed insights into content distribu-tion patterns can be obtained. Integrating technical data into this framework is essen-tial for developing a holistic understanding of audience behaviour. This article ex-amines the current state of technological capabilities in data measurement within the television market. It provides a detailed market analysis of technical data sources, focusing on their role in understanding audience behaviour. The discussion includes an exploration of single-source media research and its correlation with other media market studies. Existing technologies such as Return Path Data (RPD), Content Delivery Networks (CDN), and hybrid technologies like HbbTV are reviewed, high-lighting their potential and limitations. Additionally, the article addresses the chal-lenges and opportunities presented by new data sources, offering insights into how these innovations can enhance audience engagement and support informed decision-making for the future of the television industry.
Ph.D. ,College of Economics and Finance at the Mazovian University in Płock, Poland
ORCID: 0000-0002-5701-8098
E-mail: a.chmielewska@mazowiecka.edu.pl
Ph.D., Department of Social Sciences , Kozminski University, Warsaw, Poland
ORCID: 0000-0001-6922-4342
E-mail: kkuzmicz@kozminski.edu.pl