KijkOnderzoek Foundation
Also known as: SKO
The Stichting KijkOnderzoek is responsible for measuring television viewing behavior in the Netherlands. Viewing figures are valuable for television stations and program makers as well as for advertisers and media agencies. Both the reach of television programs and advertising spots are measured.
SKO is responsible for reporting and monitoring viewing figures and for the way in which viewing research is carried out. The actual measurement of viewing figures is outsourced to the market research companies GfK and The Nielsen Company.
Several interested parties are represented in the SKO, including both broadcasters, advertisers and media agencies: Nederlandse Publieke Omroep (NPO), Screenforce (formerly SPOT), Bond van Adverteerders(BVA) and Platform Media Adviesbureaus (PMA).
To conduct the viewing survey, so-called viewing meters were placed in more than 1,200 households with a total of about 2,700 panel members, recording viewing behavior. This group was chosen on the basis of gender, age and region, among other factors. In this way, total viewing behavior can also be broken down by target group. In addition to the published viewing figures per program, viewing and zapping behavior is registered to the second.
In addition to the reach and market share of traditional TV channels and programs, the KijkOnderzoek Foundation has also been studying the viewing behavior of deferred viewing and online video content for several years.
