Since January 2015, GfK has, on behalf of SKO, been measuring time shifted viewing up to and including 28 days after the original broadcast.
The expanded measuring period for time-shifted viewing will yield supplementary, valuable information about time shifted viewing of TV content on a TV screen.
SKO’s standard Viewing Total report, covering TV viewing on the day of broadcast and the six subsequent days, will not change. The new 28-day time-shifted viewing data is especially valuable for programme producers and channels; it allows them to gain insight into the ways their content is used during a four-week period.
Bas de Vos, Director of SKO, said in a statement: “Being able to more accurately report on time shifted viewing on TV is the first of a range of important innovations in our ratings research. Such innovations allow us to future – proof our research ”.
SKO has been reporting on time shifted viewing since 2008. “Our definition of ‘ time shift ed viewing’ is as follows: viewing television content on a TV set at a later time than the original broadcast of the programmes in question. Several kinds of time shifted viewing are possible: ‘Near-live’ viewing, i.e. slightly time shifted viewing of a programme at the time of broadcast, watching a movie that was recorded on a hard disk a week earlier, or watching ‘on – demand’ content through a set-top box, connected TV or other connected devices such as a gaming console, media center or dongle (Apple TV , Google Chromecast, etc).
Viewing data n the day of broadcast or the six subsequent days is incorporated in channel performance. On behalf of affiliated software bureaus, SKO publishes guidelines for calculation and reporting for a period of 28 days aft er the day of broadcast. These guidelines are available on the SKO website.