{"id":1425,"date":"2024-01-24T11:55:52","date_gmt":"2024-01-24T10:55:52","guid":{"rendered":"https:\/\/ir-insights.com\/?p=1425"},"modified":"2024-01-24T11:58:05","modified_gmt":"2024-01-24T10:58:05","slug":"verandering-kijkonderzoek-van-invloed-op-media-mix-modelling","status":"publish","type":"post","link":"https:\/\/ir-insights.com\/index.php\/2024\/01\/24\/verandering-kijkonderzoek-van-invloed-op-media-mix-modelling\/","title":{"rendered":"Verandering kijkonderzoek van invloed op Media Mix Modelling"},"content":{"rendered":"\n<h3 class=\"wp-block-heading has-theme-palette-1-color has-text-color has-link-color wp-elements-8c596396102517a2d20869a60f4b253b\">&gt;<strong>Een dringende Oproep aan SKO\/NMO: publiceer kijkcijfers direct!<\/strong>&lt;<\/h3>\n\n\n\n<p>Wie Is De Mol is al jarenlang een groot kijkcijferkanon. Zaterdag 5 januari trok het programma maar liefst 4.361.000 kijkers. Heb jij ook gekeken? En deed je dat ook live? Of lineair, zoals we dat in vaktermen noemen. Of keek jij het een dag later?<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading1425_ba3c52-65, .wp-block-kadence-advancedheading.kt-adv-heading1425_ba3c52-65[data-kb-block=\"kb-adv-heading1425_ba3c52-65\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading1425_ba3c52-65 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading1425_ba3c52-65[data-kb-block=\"kb-adv-heading1425_ba3c52-65\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading1425_ba3c52-65 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading1425_ba3c52-65[data-kb-block=\"kb-adv-heading1425_ba3c52-65\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h3 class=\"kt-adv-heading1425_ba3c52-65 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading1425_ba3c52-65\"><strong>Kijkgedrag verandert<\/strong><\/h3>\n\n\n\n<p>In het huishouden is het televisietoestel is nog vaak het hoofdscherm, maar concurreert steeds meer met andere apparaten, zoals de smartphone, tablet of laptop. Tel daarbij dat streamingsdiensten zoals Netflix en Disney steeds meer terrein winnen, wat er toe heeft geleid dat programma\u2019s steeds minder lineair bekeken worden.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading1425_7926ce-f9, .wp-block-kadence-advancedheading.kt-adv-heading1425_7926ce-f9[data-kb-block=\"kb-adv-heading1425_7926ce-f9\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading1425_7926ce-f9 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading1425_7926ce-f9[data-kb-block=\"kb-adv-heading1425_7926ce-f9\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading1425_7926ce-f9 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading1425_7926ce-f9[data-kb-block=\"kb-adv-heading1425_7926ce-f9\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h3 class=\"kt-adv-heading1425_7926ce-f9 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading1425_7926ce-f9\"><strong>Nieuw kijkonderzoek nodig<\/strong><\/h3>\n\n\n\n<p>Het veranderende kijkgedrag stelt hogere eisen aan het kijkonderzoek. Om die reden is er medio vorig jaar nieuw kijkonderzoek gelanceerd. In vergelijking met het vorige kijkonderzoek kent dit vernieuwde kijkonderzoek een groter panel, waardoor het fijnmaziger kan meten. De allergrootste tekortkoming is, is dat kijkcijfers pas zeven dagen na uitzending gepubliceerd worden. Voor Wie Is De Mol wist de markt pas een week na 5 januari, op 12 januari, hoeveel kijkers het programma trok. Dat is op zich bijzonder te noemen in een tijdperk dat data altijd direct beschikbaar en toegankelijk zijn.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading1425_17f5d9-eb, .wp-block-kadence-advancedheading.kt-adv-heading1425_17f5d9-eb[data-kb-block=\"kb-adv-heading1425_17f5d9-eb\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading1425_17f5d9-eb mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading1425_17f5d9-eb[data-kb-block=\"kb-adv-heading1425_17f5d9-eb\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading1425_17f5d9-eb img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading1425_17f5d9-eb[data-kb-block=\"kb-adv-heading1425_17f5d9-eb\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h3 class=\"kt-adv-heading1425_17f5d9-eb wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading1425_17f5d9-eb\"><strong>Kijkcijfers en Media Mix Modeling<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>De vertraging van uitlevering heeft niet alleen invloed op optimalisatie van TV-planning. Het heeft ook een negatieve invloed op Media Mix Modeling (MMM)<a href=\"applewebdata:\/\/466A542C-491C-44B3-9861-37A5D190859A#_ftn1\"><sup>[1]<\/sup><\/a>. Je wilt de media- prestaties\u00a0\u00a0direct kunnen gebruiken voor correlatie en regressie analyses om daarmee on-the-go campagnes bij te sturen.\u00a0Een vertraging werkt averechts en kan van invloed zijn op uw welverdiende marktpositie.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-bottom is-layout-flow wp-block-column-is-layout-flow\"><style>.kb-image1425_346767-18.kb-image-is-ratio-size, .kb-image1425_346767-18 .kb-image-is-ratio-size{max-width:344px;width:100%;}.wp-block-kadence-column > .kt-inside-inner-col > .kb-image1425_346767-18.kb-image-is-ratio-size, .wp-block-kadence-column > .kt-inside-inner-col > .kb-image1425_346767-18 .kb-image-is-ratio-size{align-self:unset;}.kb-image1425_346767-18 figure{max-width:344px;}.kb-image1425_346767-18 .image-is-svg, .kb-image1425_346767-18 .image-is-svg img{width:100%;}.kb-image1425_346767-18 .kb-image-has-overlay:after{opacity:0.3;border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;}.kb-image1425_346767-18 img.kb-img, .kb-image1425_346767-18 .kb-img img{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;box-shadow:0px 0px 14px 0px rgba(0, 0, 0, 0.2);}<\/style>\n<div class=\"wp-block-kadence-image kb-image1425_346767-18\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"405\" src=\"https:\/\/ir-insights.com\/wp-content\/uploads\/2023\/01\/MMM2.jpg\" alt=\"\" class=\"kb-img wp-image-1431\" srcset=\"https:\/\/ir-insights.com\/wp-content\/uploads\/2023\/01\/MMM2.jpg 720w, https:\/\/ir-insights.com\/wp-content\/uploads\/2023\/01\/MMM2-300x169.jpg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure><\/div>\n<\/div>\n<\/div>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading1425_03dfd8-6a, .wp-block-kadence-advancedheading.kt-adv-heading1425_03dfd8-6a[data-kb-block=\"kb-adv-heading1425_03dfd8-6a\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading1425_03dfd8-6a mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading1425_03dfd8-6a[data-kb-block=\"kb-adv-heading1425_03dfd8-6a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading1425_03dfd8-6a img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading1425_03dfd8-6a[data-kb-block=\"kb-adv-heading1425_03dfd8-6a\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<h3 class=\"kt-adv-heading1425_03dfd8-6a wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading1425_03dfd8-6a\"><strong>Oproepen aan SKO\/NMO: publiceer kijkcijfers direct!<\/strong><\/h3>\n\n\n\n<p><strong><em>Voor de merken en diensten die gebruik maken van MMM is het heel belangrijk altijd over up-to-date informatie te beschikken. Vandaar onze dringende oproep aan het SKO (Stichting Kijkonderzoek) om actuele kijkcijfers direct weer te publiceren.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-small-font-size\"><em>Door: <strong>Paul van der Veer &#8211; Client consultant<\/strong><\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-small-font-size\"><a href=\"applewebdata:\/\/466A542C-491C-44B3-9861-37A5D190859A#_ftnref1\"><sup>[1]<\/sup><\/a>&nbsp;<em>MMM is een analytische methode waarbij data (o.a. media-, tracking, gedrag en verkoop) en statistische technieken worden gebruikt om de effectiviteit van verschillende mediakanalen te evalueren bij het bereiken van marketingdoelen. Het omvat het kwantificeren van de impact van diverse media-investeringen, zoals tv, online, en print, om een optimaal mediaplan te ontwikkelen en marketingbudgetten effectief toe te wijzen.&nbsp;<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&gt;Een dringende Oproep aan SKO\/NMO: publiceer kijkcijfers direct!&lt; Wie Is De Mol is al jarenlang een groot kijkcijferkanon. Zaterdag 5 januari trok het programma maar liefst 4.361.000 kijkers. Heb jij ook gekeken? En deed je dat ook live? Of lineair, zoals we dat in vaktermen noemen. Of keek jij het een dag later? Kijkgedrag verandert&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1426,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-1425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research-industry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Verandering kijkonderzoek van invloed op Media Mix Modelling - IR-Insights Full service marktonderzoekbureau<\/title>\n<meta name=\"description\" content=\"&gt;Een dringende Oproep aan SKO\/NMO: publiceer kijkcijfers direct!&lt; Wie Is De Mol is al jarenlang een groot kijkcijferkanon. 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