BARB has announced plans to trial the Mediacell Tablet Peoplemeter. It’s the first substantial test of the meter design and is part of a fresh BARB investigation into new techniques for collecting viewing data.
The audience researcher is examining ways to collect data in its panel homes that fit with consumer expectations of in-home technology across flat screen TVs, tablets, smartphones and beyond.
Justin Sampson, Chief Executive of BARB said: “BARB has established Project Dovetail as the means by which we can integrate device-based data with the viewing data that comes from our panel homes. This trial is part of another important element of our strategy, which is to ensure we continue to do the basics as well as we possibly can. Technology moves on and we need to understand how meters can keep pace with these changes, both in terms of how the equipment looks and the accuracy of the data capture techniques.”
The 60 trial homes in the London area will not be a part of the main BARB panel.
John Litster, Managing Director of Sky Media and a member of BARB’s Strategy Board, said: “We all know that consumers have high expectations of the technology that they allow in the living room and other parts of their house. This trial is important as BARB needs to use metering equipment that people feel comfortable with.”
The MediaCell Tablet Peoplemeter uses a combination of audio fingerprinting and audio watermarking to establish what is being watched, while panellists can also use the tablet’s touchscreen to register their presence in the room. Alternatively, a remote control handset with buttons allocated to each household member can be used to record which individuals are in the room.
