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
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...