Vision language models (VLMs) demonstrate strong capabilities in jointly processing visual and textual data. However, they often incur substantial computational overhead due to redundant visual information, particularly in long-form video scenarios. Existing approaches predominantly focus on either vision token pruning, which may overlook spatio-temporal dependencies, or keyframe selection, which identifies informative frames but discards others, thus disrupting contextual continuity. In this work, we propose KVTP (Keyframe-oriented Vision Token Pruning), a novel framework that overcomes the drawbacks of token pruning and keyframe selection. By adaptively assigning pruning rates based on frame relevance to the query, KVTP effectively retains essential contextual information while significantly reducing redundant computation. To thoroughly evaluate the long-form video understanding capacities of VLMs, we curated and reorganized subsets from VideoMME, EgoSchema, and NextQA into a unified benchmark named SparseKV-QA that highlights real-world scenarios with sparse but crucial events. Our experiments with VLMs of various scales show that KVTP can reduce token usage by 80% without compromising spatiotemporal and contextual consistency, significantly cutting computation while maintaining the performance. These results demonstrate our approach's effectiveness in efficient long-video processing, facilitating more scalable VLM deployment.