Viewing behavior research to be expanded

Amsterdam, 17 July 2007 – Nedstat has been selected by Stichting KijkOnderzoek (SKO) to perform the independent audience measurements for TV programmes on the internet. The results will be reported alongside the existing SKO TV audience measurement figures providing a more complete view of programme popularity and the behavior of the Dutch viewer.

Nedstat will measure the viewing of online TV programmes for all SKO member channels. The reports show requested programme overviews and will be expanded in the second phase with information about the behavior of internet viewers. Reports about viewing time and click behavior provide valuable information for the broadcasters when they make their online programmes.

“With the arrival of digital television in various forms, time-shift viewing will strongly increase”, says Bas de Vos, director of SKO. “Services like ‘Uitzending Gemist’ have already proved to be very popular. We want to measure these, and not only the regular programs but also the extras like the X-Factor auditions that are not shown in the regular TV broadcast.”

Michael Kinsbergen, Nedstat CEO: “Today people have many choices about when and how they watch TV. Companies increasingly use video for their online marketing and the media increasingly use the internet as a distribution channel. Stream Sense™ makes it possible to report on the entire viewing behavior on the web, including how people react to advertisements.”

About Stichting KijkOnderzoek (SKO)

With the foundation of Stichting KijkOnderzoek (SKO, Dutch Audience Research Foundation) in 2000, a single audience research for TV viewing in the Netherlands was started. The foundation is a joint venture in which the following organizations are represented:
• Program providers of all public broadcasting channels, joined in the NOS (Dutch Broadcasting Foundation)
• Commercial channels joined in SPOT (Foundation of Promotion and Optimalisation of Television Advertising)
• Advertisers, joined in the BVA (association of Dutch advertisers)
• Media agencies joined in the PMA (Platform of Media Consultancy Agencies).

The objective of the Audience Research Foundation is to perform valid and reliable research and to supply the market (advertisers, media agencies, TV channels, program developers, and other interested parties) with useful and applicable results.
de markt worden gebruikt.

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About Nedstat

Nedstat is European leader in website analytics.

The products and services enable companies to improve the effectiveness and profitability of their online communication and business.

Nedstat makes website analytics straightforward and accessible for users of all levels and disciplines. Products are easy to use, reports are clear and fast to access, customization is easy and services and support are personal and high quality.

Nedstat employs 140 people in the Netherlands, Belgium, France, Germany, Spain and the United Kingdom.

The client list includes several renowned and internationally operating organizations like ASICS Europe, Danone, Electrabel, Ernst & Young, KarstadtQuelle, Renault, Panasonic and Wolters Kluwer. Also, numerous government and not-for-profit organizations have benefited from Nedstat's expertise in delivering reports on users’ behaviour online.
Nedstat has received a number of awards, including having been placed on the Deloitte Technology Fast 500 EMEA for 6 consecutive years. Key accreditations by Europe’s leading independent web-standards organizations, such as ABC electronic and OJD, ensure that customers’ metrics are in full compliance with leading industry standards.

For more information, please contact: Nedstat Ltd, Linda McDougall, phone +44 (0)20 7841 1544, e-mail or SKO, Bas de Vos, telefoon +31 (0) 6 55 788 452, e-mail

For more information about Nedstat, go to

Published on: 12:00AM on 17th July 2007