Źródła informacji o zachowaniach widzów telewizyjnych z wykorzystaniem pomiaru RPD
Sources of information about the behavior of TV viewers using RPD measurement

Summary/Abstract: Objective/Thesis: The article aims to show how television content distribution technology is conducive to obtaining information about viewers’ behavior for the media market, an- swering the question of how data allows the building of behavioral profiles and adjusting the program offer of the TV station.Concept/Test methods: The basis for writing this article was the results of pilot studies conducted in selected television companies on the possibility of using RPD data to build awareness about the needs of viewers and the use of personalized advertising in the fu- ture. The research on the RPD data obtained from Gemius allowed to conduct analysis in September – October 2022 at the Red Carpet station. The determinant of inquiring for new sources for research was the COVID-19 period, when conducting research with respondents was limited.Results and conclusions: The research confirms the technological possibilities to use RPD data to build behavioral profiles of TV viewers. Interviews conducted at the same time confirm the market’s willingness to use data in new business areas. Originality/Cognitive value: The author presented a variety of measurement data obtained from many forms of television content distribution. These data can be a supplement to the current research or be used independently to obtain knowledge about the activity of households in front of TV screens. The future of using RPD data is seen in personalized advertising, known as DAI for short. Potential analyses and data presentations were shown on RPD data from cable and IPTV operators. The potential of building knowledge about viewers and the use of RPD data for new advertising models is one of the new directions of development for TV broadcasters.Research limitations: The research was conducted on one RPD data source – obtained from cable and IPTV operators. However, it is reasonable to extend the research to the area of content distribution, such as Digital Terrestrial Television as well as satellite and OTT broadcasting.

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