GfK Netherlands TAM Contract Extended to 2017

SKO, the industry body responsible for the reporting and monitoring of viewing behaviour in the Netherlands, has extended GfK's television audience measurement (TAM) contract by a further two years to 2017.

SKO (Stichting KijkOnderzoek) says the extra time will allow the partners to provide a 'better understanding' of the changing viewing habits of the Dutch population. This will involve innovations relating to household metering technology, and additional measures to maintain the quality of the panel and the measurement of program viewings up to 28 days after broadcast.

Bas de Vos (pictured), MD of SKO, comments: 'Watching television is still at the heart of the video usage of the Dutch consumer. Therefore, for SKO it is of the utmost importance that, in addition to the new online initiatives we implement, we have absolute certainty about the quality of the TAM. Through the innovations in the project, that we are already starting this year, we can ensure this.'

Web sites: www.kijkonderzoek.nl and www.gfk.com .