Nielsen to rate HBO VOD


HBO has become the first TV network to get ratings for VOD programming.

The premium cable network has struck a deal with Nielsen to begin measuring programs available through its HBO On Demand and Cinemax On Demand subscription VOD services.

Nielsen, through its National People Meter VOD Audience Measurement service, will provide HBO with VOD ratings data measuring the number of households watching each offering as well as demographic breakdown of the audience.

"Technology has changed the way people watch television, and as our customers increasingly use our on-demand products to watch our shows on a timetable of their choosing, it is essential that we understand this growing shift in viewer behavior," HBO senior vp research Jan Pasquale said.

About 35.1 million households have access to on-demand services, according to Nielsen, parent company of The Hollywood Reporter. HBO was instrumental in the development of Nielsen's National People Meter VOD Audience Measurement service, which was introduced in December 2006 with demonstration data available to interested clients.