WORLDWIDE MULTI MEDIA MEASUREMENT
Streaming TV: making the connection
Bas de Vos & Mariana Irazoqui - KijkOnderzoekEnrico Verhulst
Gerwin Bok
Abstract
Online TV viewing has proven most dynamic last year. The Netherlands has the second largest broadband penetration in the world and is a forerunner in streaming of TV programmes. The association of public broadcasters NPO includes video on demand services since 2002. In October 2007 more than 10 million streams of TV programmes were requested. RLT broadcasting group, MTV and other broadcasters also offer similar streaming services.
Today broadcasters produce their own reports on programmes streaming performance, but the TV industry expressed to SKO the need of a comprehensive, transparent and independent report that estimates new online audiences.
The first TV audience reports containing TV streams will be issued from April 2008. This will be the first time to report online TV viewing as extension to traditional viewing.
Our presentation reviews the new streaming report which enables programme performance evaluation, by combining actual TV ratings with the number of requested streams for a given broadcast. In our paper we show reported streaming TV content which not only includes regular programmes, but also additional content that is only shown online. We will present our first results and we will further outline the opportunities to integrate on-line viewing with TV audiences in the future.
Bas de Vos
Bas de Vos is the managing director of SKO (Stichting KijkOnderzoek) since 2007. The 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 sales house of the Public Channels. De Vos was also Financial Director of Ster. 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.
Mariana Irazoqui
Mariana Irazoqui works at Stichting KijkOnderzoek as a methodologist since December 2006. In June 2006 she joined the SKO Technical Committee in representation of the advertisers (BVA), while still working as a researcher at the Marketing Intelligence unit of Delta Lloyd Verzekeringen, a large Dutch advertiser. Before she worked on a European TMR project and as a researcher at the AMIDSt at the University of Amsterdam. Mariana Irazoqui studied Demography (1998) and Economics (1995) at the Universitat Autònoma de Barcelona.
Enrico Verhulst
Enrico Verhulst has been Nedstat's Vice President Consultancy since November 2005, having been Vice President Business Development since May 2000. From 1995 until April 2000, he was principal consultant at Intercai Consultants. Prior to that, Mr Verhulst worked as project manager and later as IT manager at the Flower Auction in Aalsmeer, the Netherlands. Mr Verhulst is responsible for the development and deployment of the Webmeter concept on behalf of Nedstat. Webmeter is used for Internet Audience measurement in the Netherlands.Mr Verhulst obtained his MSc degree in Industrial Engineering and Management Sciences at the University of Eindhoven.
Gerwin Bok
Gerwin Bok is employed by Intomart GfK since 1993. As head of Media Information Services he is managing the production of the output of all continuous surveys. At the moment this includes TAM (SKO), Radio Survey (RAB), Appreciation Surveys (NPO, BBC, ITV, RTE1 and Chello Media), Internet Surveys (Stir WebMeter and Stir MarktMontor) and since 2007 also the NOM Print Survey.
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