Is a rating still a rating?
How changing behaviour alters definitions in the digital age
Bas de Vos & Marion Appel
Abstract
Channels, programme makers, advertisers and their agencies are aware of changes in view-ing behaviour coming up. PVR and interactive, on-line TV viewing and mobile, the options to watch TV have increased for every single person in the Netherlands.
All TAM services have been chasing their developers to provide a technique to measure time shift viewing in order to prevent ratings from dropping, as larger shares of viewing are no longer measurable using traditional measurement techniques. In the Dutch TAM, a new measurement module is now able to report programme ratings, inclusive of time-shifting.
This means we are dramatically changing our almost 50 year old definitions! This innovation in ratings reporting gives broadcasters, advertisers and media agencies the ability to know the real value of their programme and advertising contacts. The level of change in television behaviour and ad avoidance as time shift viewing increases will now become visible.
Bas de Vos
Stichting Kijk Onderzoek, The Netherlands
Bas de Vos started as director of SKO (Stichting Kijkonderzoek) on February 1, 2007. SKO is the joint industry committee for the TAM research in the Netherlands. Until the beginning of 2007 he was Head of the Audience Research department of the Dutch Public broadcasters. In this position he was responsible for the main audience research projects in the Netherlands. He was also an advisor for the board. Before starting at the Public Broadcasting organisation in 2005 he was Research Director at Ster, the ad sales house of the Public Channels. Prior to taking up his job at Ster in 1998, De Vos worked for Intomart GfK as a project manager. As a teacher and researcher, he worked for the Radboud University of Nijmegen, his Alma Mater, where he read Communication Studies.
Marion Appel
Intomart GfK BV, The Netherlands
Marion Appel joined Intomart GfK as Director Media Research in August 1999 and is responsible for the Media Research Department carrying out the Dutch Television Audience Measurement, the Radio Audience Measurement, the National Readership Survey NOM, the Dutch Internet Audience Survey STIR and various other and ad hoc media research projects. After graduating in Economics and Philosophy in 1985, she has been involved in domestic and international media research as Media Research Director at Inter/View International until 1999.
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