This article expounds the advantage of using big data technology to analyze IPTV audience rat-ing. In this article,it mentions the different characteristics between traditional audience rating and IPTV audience rating. IPTV audience rating would be more objective,in time,accuracy because it could use big data technology to analyze whole sample. In the future,with the expansion of IPTV’ s user area and the so-lution of concretization,IPTV audience rating would be a brand new audience rating to influence the de-velopment of this trade.%本文分析阐述了利用IPTV大数据做收视分析的优势。首先介绍了传统收视分析及IPTV收视分析的特点,指出IPTV因其双向互动的特性,可以做到全样本的收视行为采集,再借助大数据技术优势,所做出的分析结果更客观、更及时、更精细、更准确。未来随着IPTV用户范围的扩大,用户具象化问题的解决,IPTV收视分析的结果将形成新的多维度全方位的收视指标,影响广播电视行业的发展。
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