TVB高層稱收視調查不可信是「以訛傳訛」
電視廣播(TVB)(00511.HK)早前在社交平台發文批評營銷人員落廣告並非依收視點成本(CPRP)作決定是「匪夷所思 」。TVB繼周三(2日)發聲明澄清無意針對任何人,不存在攻擊廣告業界之說後,TVB總經理(商業營運)蕭世和昨晚(3日)再發出千字長文回應。
蕭世和指,CPRP就是以投放廣告的費用除以收視點,藉以計算效益,也是計量廣告回報的最科學化數據之一。市場上對於收視調查以及相關數據出現不少誤解,甚至以訛傳訛,導致出現收視點不可信,計算收視點成本無用的說法。
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