Version 1.5, 1 July 2019
About this Privacy Statement
Stichting KijkOnderzoek (SKO) studies and analyses the viewing behaviour of people. This entails the processing of personal data. In its activities SKO uses third parties. These third parties sometimes also qualify as data controller for the processing of the personal data. In this Privacy Statement we explain how and why SKO collects and uses personal data and which third parties are involved in this process.
How do you read this Privacy Statement?
In the table of contents you will find the questions and subjects that are answered in this Privacy Statement.
Table of Contents
What are personal data?
Personal data are data that identify you directly or indirectly. ‘Directly', for instance, means a name. ‘Indirectly' means in combination with other information. Think of data about family composition or an IP address.
What is "processing of personal data"?
This includes everything we can do with personal data. For instance: collect, delete, store or view them.
What personal data is this Privacy Statement about?
This Privacy Statement is about processing personal data of:
- visitors of the website www.kijkonderzoek.nl;
- participants in the TV Panel;
- viewers of TV, video and commercials via the website and applications of providers of video content and video advertising, and users of online linear streaming
How do we communicate changes to this Privacy Statement?
SKO may make changes to this Privacy Statement. If the changes are of substantial interest to you, we will inform you about this. On the website of SKO (www.kijkonderzoek.nl) you can always find a current version of the Privacy Statement (with version number and date).
Contact details SKO
Stichting KijkOnderzoek (SKO)
Burgemeester Stramanweg 108-S (MediaClub / 4th floor)
1101 AA Amsterdam
Website visitors www.kijkonderzoek.nl and users app SKO Viewing Rating App
a. What is the TV Panel?
The TV Panel measures who is watching which TV channel on a TV screen and when. These measurements are performed by GfK as processor under the responsibility and by order of SKO. A TV Panel that is a representative sample of the Netherlands is used. The viewing behaviour of the persons in the TV Panel is measured with measuring equipment, so that viewing ratings can be calculated from them. GfK has contact with the panel members and monitors the composition of the panel and the quality of the data. To do this, GfK has access to all data of participating households and the individual panel members within these households. Within SKO employees do not have access to the personal data collected. Only households that give permission to process personal data can participate in the TV Panel.
For more information about the way in which GfK handles personal data please read the Privacy Statement of GfK.
b. Who can I contact with questions or complaints about the TV Panel?
c. What rights do I have and where can I exercise them?
d. What is the purpose of processing personal data?
- Processing of personal data for participation in the TV Panel
Households are selected by GfK for participation in the TV Panel. This is usually done by letter or telephone. When a household wishes to participate, GfK installs measuring equipment and an interview is held about the household and with each family member. In this stage personal data are being processed, such as address and telephone number, information about the size and composition of the household, age, gender, the presence of audio-visual aids, membership of a public broadcasting organisation, viewing behaviour and viewing preferences, interests (political, art, sports, culture), native country, voting behaviour and philosophy of life, education and/or profession. These data are important for the analysis of the data being measured. We regularly ask for these data to be updated where necessary.
- Processing of personal data for maintaining contact with panel members, making payments and taking part in the lottery
Personal data of panel members can be processed to maintain contact. Contact may, for instance, be necessary for reporting the purchase of a new device or in the event of technical questions or for sending the Panel paper or presents. Personal data of panel members are also processed for paying the agreed-upon compensation or for participating in the lottery that takes place once every quarter. In this connection mainly contact details are processed (such as name, postal address, e-mail address and telephone number) and banking details (name and account number).
- Processing of personal data for measuring viewing behaviour
The measuring equipment installed measures the viewing behaviour of all persons in the household. The measuring equipment records the viewing activity for, amongst other things, televisions, video and DVD recorders, HD recorders, set-top boxes and media centres in the household. It is recorded, among other things, by whom, at what time, how often, for how long and with which device, what was looked at. GfK stores the data on a daily basis.
- Processing of personal data for checking the reliability of data
It is checked on a daily basis whether the data collected by the measuring equipment are reliable. For instance, GfK checks whether technical problems may affect the reliability of the data. It could also be considered, for example, what to do with incomplete data (for instance, the television was on but no panel member had registered). For this purpose, the registered data about the viewing behaviour may be viewed, modified, or deleted.
- Processing of data for reporting viewing ratings (not personal data)
The viewing behaviour measured is converted into a limited set of data that can no longer be traced back to individuals or households. These data are only linked to a responder number or to background information and are made available to customers of SKO. These data include the (delayed) viewing behaviour and the background data of persons or households as collected and updated annually. These data are combined by certified viewing rating software with broadcast data of The Nielsen Company in order to calculate viewing ratings and make these available to customers of SKO at an aggregated level.
e. How long are personal data retained within the context of the TV Panel?
The personal data that are being processed in the context of the TV Panel are retained during the panel membership. If panel membership ends, all personal data will be deleted by the parties involved within 12 months.
a. What are census data?
SKO collects census data with regard to on-line linear streaming and on-line television and video via the websites and applications of providers of on-line video content, including Nederlandse Publieke Omroep, RTL Nederland, Talpa Media Solutions and FOX Networks Group. Census data are total census figures of the frequency that the video content has been approached by a viewer and the number of minutes that the video has been viewed. In this connection IP-related cookies and identifiers for advertising (IDFAs), which are connected to the device of users, are processed.
For the collection of census data about on-line viewing behaviour, SKO collaborates with providers of video content and video advertising as sub-controller for the processing and various measurement agencies as processor (at this moment Adobe and Conviva) for SKO.
The providers of video content and video advertising and the various measurement agencies only have access to the viewing ratings that they collect themselves within the context of the agreements with SKO. The data that is collected by these parties cannot be traced back to an identifiable person, but is only linked to a responder number.
The data collected are provided to GfK for data processing, combination and linking. You can find the Privacy Statement of GfK here.
None of the parties involved will use the personal data collected for tracking or advertising. Within SKO employees do not have access to the personal data collected.
b. Who can I contact with questions or complaints about the processing of census data?
c. What rights do I have and where can I exercise them?
d. How long are personal data retained within the context of census data?
Personal data that are processed by SKO within the context of census data are retained no more than six months and will be deleted after this time by SKO. The retention period of census data that is used by measurement agencies in the context of their collaboration with providers of video content and video advertising may be different. In all cases census data will be destroyed by the parties involved after the retention period.
e. Do we provide personal data to parties outside the EEA?
Yes. Conviva is an American company. The data that can be accessed by Conviva, are transferred to the United States. There are appropriate safeguards for this transfer in the form of Privacy Shield certification.This can be viewed here.