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BARB Announces Plans To Measure Online Viewing

The Broadcasters’ Audience Research Board (BARB) have announced that it will be releasing official figures showing the level of UK viewing through live-streamed and on-demand content through online TV Player apps.

BARB provides the official ratings for the UK TV Industry. Traditionally, the final figures only represent the amount of viewers who watch a programme live or on catch up (within one week of broadcast). This does not include people watching on iPlayer, where a large amount of viewers are watching the show at their own convenience. The BBC’s own research suggests up to 10% of the viewers watching Doctor Who currently watch the show online.
Justin Sampson, Chief Executive at BARB, said:

We’re excited to be introducing our customers to the TV Player Report. It’s a significant innovation from BARB and the result of close collaboration with broadcasters. At its heart is the generation of a census-level dataset that will provide our customers with a gold standard measure of online TV viewing.

The first BARB TV Player Report is due to be released in September and will be the first set of BARB data to include viewing figures from devices such as laptops, desktops, tablets and smartphones, using data that is generated from software code that has been developed by Kantar Media and implemented by broadcasters.

The software used is one of the most advanced audience measurement systems for online TV viewing in the world, and will play an important part in Project Dovetail, the hybrid measurement system that will deliver full cross-platform reporting of audiences.