On 1 January 2016, the charity SKO (Stichting Kijk Onderzoek) started supplying daily ratings for programme content viewed online. Initially the ratings report on online programmes were distributed by NPO, RTL Netherlands and SBS Broadcasting (Dutch television channels). With this data, SKO is able to report on the online reach and viewing behavior per target group. SKO is the first party worldwide to offer daily online ratings. Uniquely, the new research effort is based upon data gathered through a hybrid measuring method that employs both census data and panel data. Data supply commenced on January 1 2016 SKO is the first party worldwide that is able to offer detailed, high quality online viewing information through a hybrid method. Phase 1: measuring online viewing behaviour next to TV set viewing behaviour: In order to produce a reliable online video currency, data from the SKO Online Panel and SKO Census needed to be combined. This is the first step of data integration. Initially, the online ratings include NPO, RTL Netherlands and SBS Broadcasting programmes. Later on, other participants such as Discovery Networks, VIACOM, FOX International Channels Benelux, Disney and Sanoma will join SKOâs online effort. Phase 2: integration of online viewing behaviour and TV set viewing behaviour In the second phase of the project â now being worked on â the online video data will be integrated with existing ratings through data fusion. This will result in a cross-media Video Total. From then on, it will be possible to report on the total reach of programmes and video commercials. Users will also be able to keep track of the share of âofflineâ and âonlineâ in the total reach. Of course it is possible, just like in Phase 1, to make analyses per target group.
Social media are hot - Facebook, Twitter or YouTube- everyone can share viewer experiences. Rather than focus on the influence that 'new' social media have on television viewers, this paper stresses the importance of 'old' social viewing: watching television together within a household as well as outside the home (work place, pub, school). Although television is often experienced in the physical company of others, surprisingly little attention has been paid to the social impact by researchers. The 2010 FIFA World Cup illustrates the importance of television as a social medium.
To researchers, measuring traditional TV viewing through a TV set is less sexy than finding new ways of measuring on-demand TV-viewing ('anytime, anywhere'), made possible by growing PVR ownership and on demand services. It is striking, as time shifted viewing accounts for an estimated for less than 10% of average TV viewing time. TAM researchers must start capturing new ways of TV viewing: Time Shifted TV and WEB-TV. This presentation describes measurement and trend results from the Dutch TV market regarding time shifted viewing via the TV set and through the Internet.
With a fast growing digital television reception, the Netherlands faces an increase in the supply of digital channels to be included in the audience measurement. The total penetration of digital reception increased from 17.2% in the second half of 2005 to 42.8% in the second half 2008. Faced with these rapid changes, SKO, the JIC in charge of the television audience measurement in the Netherlands, decided to start measuring 43 digital, thematic channels in a pilot project since August 2008.The pilot has been held within the Dutch TAM and has help us clarifying whether all the channels are measurable in a technical sense, by using audio channel identification techniques (EAM). The main question that rose from our results is: when is a channel reliably measured? This is a central question, not only for television audiences but also for all scattered markets in the digital era. Our paper briefly reviews the techniques can be used for the measurement of digital television and focus on a major challenge, how to be able to reliably report on this large (and still growing) number of channels. In this context, traditional approaches for reporting audiences can be proven insufficient or economically not viable (as would be to have larger panel sizes). In order to deal with issues related to limited audiences, SKO shifts to reports based on reliable audience reach, rather than focussing on reporting ratings. The new reliability measure uses non standard methods to construct confidence intervals for proportions. We will be presenting our first results in our paper and at the WM3 conference.
Online TV viewing has proven most dynamic last year. The Netherlands has the second largest broadband penetration in the world and is a forerunner in streaming of TV programmes. The association of public broadcasters NPO includes video on demand services since 2002. In October 2007 more than 10 million streams of TV programmes were requested. RLT broadcasting group, MTV and other broadcasters also offer similar streaming services. Today broadcasters produce their own reports on programmes streaming performance, but the TV industry expressed to SKO the need of a comprehensive, transparent and independent report that estimates new online audiences. The first TV audience reports containing TV streams will be issued from April 2008. This will be the first time to report online TV viewing as extension to traditional viewing. Our presentation reviews the new streaming report which enables programme performance evaluation, by combining actual TV ratings with the number of requested streams for a given broadcast. In our paper we show reported streaming TV content which not only includes regular programmes, but also additional content that is only shown online. We will present our first results and we will further outline the opportunities to integrate on-line viewing with TV audiences in the future.