New television advertising narratives: interactivity and metrics in HbbTV

Abstract

The progressive penetration of the HbbTV (Hybrid Broadcast Broadband Television) standard is breaking the traditional patterns of television audience measurement since, in interactive content, the viewer may gravitate towards online content. This raises a number of legal questions, such as the control of the duration of the visit to an advertisement, and new debates on the control of audiences, since a visit may be considered a single unit or the audiovisual metrics of the Internet may be segmented. In this quantitative research, an analysis is made of the data from a survey conducted on HbbTV in Spain among professionals of the sector, which was focused on how to measure, in an integrated way, the data obtained for the visit of a viewer and the minutes of watch time. We conclude that it is necessary to measure in an integrated way the data obtained per visit, but that the minutes of follow-up through the Internet should be separated from the TV watch time.

KEYWORDS: television, HbbTV, advertising, audience, Internet, interactivity.