Barb seeks cross-industry contribution to TV measurement

Barb, the TV audience measurement body, has invited the TV industry to come together to form a working group to help ensure it evolves with the changing media landscape.

The working group will be called the BARB Measurement Sciences Forum and will seek to ensure the TV and advertising industries are more involved in the development of TV measurement, and prevent measurement fragmenting by creating the "bigger picture".

At an event for advertisers, agencies, content producers, broadcasters, platform operators, research suppliers and manufacturers yesterday (4 October), Barb chief executive Bjarne Thelin announced that the body intends to evolve how it measures TV viewing.

Barb will look to enable coordinated reference points for organisations building their own server data about internet viewing, to counter the danger that different organisations could produce numbers that are not comparable.

Thelin said: "We hope through our development projects to create the opportunity for the industry to be better informed, to track new types of content, to see beyond the TV set, and to pursue the enhanced solutions for connected TV.

"We need a converged mindset to deal with the new converging world of data."

Simon Bolus, research director at Barb, outlined a timetable for introducing a virtual meter into the Barb measurement system, which should be able to report "at least top-line data" on viewing of TV programmes through PCs and laptops, by the end of 2012.

Approximately 100 panel homes will have the virtual meter installed by the end of 2011, and viewing data and quality control indicators will be assessed during the first quarter of 2012.

Bolus said the aim was to add web TV measurement to a further 1,000 panel homes during the rest of 2012, which should provide a "viable" sample of 1,100 homes and around 2,800 individuals.

In the panel session that followed the presentation, Patrick Barwise, emeritus professor of management and marketing at the London Business School, said people had "rather exaggerated idea of the scale" of internet TV.

Barwise said: "Only 9% of TV viewing is non-live. There is a tendency to refer to this as non-linear. The great majority of that 9% is the same content from the same channels watched less than seven days after broadcast."

"I am sceptical about large-scale VoD. Meanwhile, we should applaud Barb for evolving. 'Calm down dear' is the message. This is not a burning platform. This is something that, in reality, is not changing too fast.

Also in the session were Richard Foan, communications and innovation director at ABC; Nigel Walley, managing director of Decipher Media; Neil Mortensen, research and planning director at Thinkbox, and Steve Wilcox, managing director of Barb’s research contractor, RSMB.

Follow Maisie McCabe on Twitter @MaisieMcCabe


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email