As of the end of August, viewing figures can no longer be viewed after one day. According to national media research, viewing figures are best shared after only six days. What does this mean for news sites like NU.nl?
Because viewing behavior has changed, National Media Research (NMO) has chosen to approach the viewing survey differently.
“In the new study, we measure direct and delayed viewing,” explains Patricia Sonios, Director of NMO. “After the moment of airing, many viewers can still watch a program in delayed fashion, sometimes more than 30 percent.” The new research should therefore provide a more complete picture of viewing behaviour.
Parties that contribute to the research, such as NPO, RTL Nederland and Talpa Network, are allowed to send a press release with their own program numbers the next day, but are not allowed to share information about other channels. For example, they can choose to publish live viewing numbers, or wait until a more complete picture – including a look back – is available after six days.
RTL Nederland applauds the change. “In this day and age, this new method of measurement and dissemination is essential to paint a reliable picture of viewership numbers,” says Sven Sofi, Head of RTL.
Displaying numbers for current affairs shows becomes less relevant days later
But there are also criticisms of the new research. Tina Nijkamp, who analyzes viewing figures daily, is disappointed with NMO’s decision. On social media, she asked, “Can the non-profit also defer viewing figures? They belong to all of us and therefore are also public?”
Because of NMO’s decision, journalists can no longer view the viewership poll on a daily basis. As a result, NU.nl can no longer share the number of viewers the programs attracted the next day, unless the TV channels do so themselves. As a result, viewership numbers on current affairs programs automatically became less interesting, because after six days they were no longer so significant.
You can read here exactly how the new measurement works.
