KijkOnderzoek

KijkOnderzoek is the Dutch brand name for television audience measurement conducted in the Netherlands. It is carried out by Stichting KijkOnderzoek (SKO), an independent foundation that coordinates and provides audience ratings for television programs and channels across the Dutch market. The data are used by broadcasters, advertisers, and the media industry to assess audience sizes and program performance.

Methodology: Data are collected from a panel of households equipped with viewing meters and, historically, diaries to ensure representativeness of the Dutch population. The panel tracks what programs are watched, on which channels, and for how long, including both traditional linear TV and, in some cases, time-shifted viewing.

Metrics: The primary outputs are kijkcijfers (ratings), bereik (reach), and marktaandeel (market share), often expressed as percentages of the viewing population. Data are provided for individual programs, program blocks, channels, and time periods, and are updated weekly with additional detailed reports.

Governance and access: SKO is funded by participating broadcasters and operates as an independent entity. Results are published by KijkOnderzoek and are used to set advertising rates and to inform program development and scheduling. Data privacy and anonymization are maintained in line with applicable laws.

Related topics: KijkOnderzoek also operates KijkOnderzoek.nl, a portal with public summaries and tools for industry stakeholders.