How reliable is my audience? Coping with audience fragmentation

This paper describes a project aiming to respond to new developments in viewing behaviour in the Netherlands.

How reliable is my audience? Coping with audience fragmentation

Bas de Vos and Mariana IrazoquiSKO Stichting KijkOnderzoek, Netherlands

Jeroen NikkelIntomart GfK, Netherlands

Adriaan HoogendoornEstics Media, Netherlands

INTRODUCTION

Faced with increasing penetration of digital television and increasing numbers of available digital channels, SKO, the JIC in charge of the television audience measurement in the Netherlands, decided to include 35 exclusively digital, thematic channels in their measurement. In August 2008, Intomart GfK started measurement of these channels in a pilot project within the Dutch TAM.

The pilot has two main objectives. The first is to find out...

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