Dutch audience measure company SKO has started supplying time-shifted viewing data to the market on a daily basis.

Since January 2015, GfK has, on behalf of SKO, been measuring time shifted viewing up to and including 28 days after the original broadcast.

The expanded measuring period for time-shifted viewing will yield supplementary, valuable information about time shifted viewing of TV content on a TV screen.

SKO’s standard Viewing Total report, covering TV viewing on the day of broadcast and the six subsequent days, will not change. The new 28-day time-shifted viewing data is especially valuable for programme producers and channels; it allows them to gain insight into the ways their content is used during a four-week period.

Bas de Vos, Director of SKO, said in a statement: “Being able to more accurately report on time shifted viewing on TV is the first of a range of important innovations in our ratings research. Such innovations allow us to future – proof our research ”.

SKO has been reporting on time shifted viewing since 2008. “Our definition of ‘ time shift ed viewing’ is as follows: viewing television content on a TV set at a later time than the original broadcast of the programmes in question. Several kinds of time shifted viewing are possible: ‘Near-live’ viewing, i.e. slightly time shifted viewing of a programme at the time of broadcast, watching a movie that was recorded on a hard disk a week earlier, or watching ‘on – demand’ content through a set-top box, connected TV or other connected devices such as a gaming console, media center or dongle (Apple TV , Google Chromecast, etc).

Viewing data n the day of broadcast or the six subsequent days is incorporated in channel performance. On behalf of affiliated software bureaus, SKO publishes guidelines for calculation and reporting for a period of 28 days aft er the day of broadcast. These guidelines are available on the SKO website.