Is a rating still a rating? How changing behaviour alters definitions in the digital age

Bas de Vos and Marion Appel

As the main goal of the Dutch TAM, SKO is to accurately measure all TV viewing it was necessary to solve the problem of Time Shift Viewing (TSV).

Is a rating still a rating? How changing behaviour alters definitions in the digital age

Bas de VosStichting Kijkonderzoek, The Netherlands

Marion AppelMedia Research, Intomart GfK, The Netherlands

SUMMARY

Channels, programme makers, advertisers and their agencies are aware of current and impending changes in viewing behaviour. Interactive, on-line TV viewing, PVR and video on demand have increased the options available for viewing TV content for every individual in the Netherlands.

Because the main goal of The Dutch TAM, SKO to measure as accurately as possible allviewing of TV content it became necessary to solve the problem...

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