Abstract:

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 SKO’s online effort. Phase 2: integration of online viewing behaviour and TV set viewing behaviour In the second phase of the project – now being worked on – 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 ‘offline’ and ‘online’ in the total reach. Of course it is possible, just like in Phase 1, to make analyses per target group.