SKO claims online TV world first with daily ratings


Details

Jane Wolfe

| 19 January 2016




In what the Netherlands TV industry body says is a ground-breaking move, Stichting KijkOnderzoek (SKO) is now delivering daily online TV ratings to the market.



Working in partnership with data scientists from Kantar Media, SKO claims to be the first TV currency in the world to deliver daily ratings data in granular detail. The move is the first phase of SKO’s Video Data Integration Model which is designed to integrate data sources for all online television programme and commercial viewing. Online commercials will be included in the coming months. SKO expects to deliver all remaining elements to the market later in 2016.

“The consumption of video across devices continues to increase in the Netherlands as online penetration grows,” explained Michel van der Voort, managing director of SPOT, the marketing body for Dutch TV broadcasters. “SKO now report online video measurement enabling broadcasters to monetise all screens. We are proud to be the first country in the world to report the level of viewing at this granular level.”

The daily ratings report online consumption of TV programmes, initially from NPO, RTL Netherlands and SBS Broadcasting. In addition to the existing ratings data from content viewed on the TV set, these extended TV ratings are attributed with enabling advertisers, agencies and broadcasters to monitor and monetise online reach and viewing behaviour across online TV programme audiences.

“We are proud that we are now able to provide the market with the necessary insights to have an ever greater understanding of their audience,” commented SKO managing director Bas de Vos. “Kantar Media’s experience in hybrid approaches to measurement has enabled us to create, develop and implement an advanced data integration model that meets the needs of our members.”