BARB has launched the first joint-industry, audited measure of online TV viewing. The TV Player report is BARB’s first publication of data for viewing that takes place on laptops, desktop PCs, tablets and smartphones. It focuses on activity at a device level, rather than a person. The viewing data are generated by an online TV measurement system developed by Kantar Media.
James Purnell, director of strategy and digital at the BBC, said: “The BBC welcomes BARB’s extension to include a gold standard measure of online viewing. We believe it is vital to capture how people are now viewing on whatever device they choose and this is a big step towards that goal. We also look forward to BARB’s future planned developments in this area which will ultimately help us to fully understand the complete picture and so enable us to optimise the value we deliver for different audience groups.”
Among the most watched on-demand programmes during the week ending 20th September are The Great British Bake Off, Made in Chelsea LA, Doctor Foster and Coronation Street.
Initially the report is being produced in beta form as the researcher recognises further developments are needed to ensure its comprehensive nature.
The report currently includes data from the following TV players; All 4 (Android app, Apple iOS app and Website player), BBC iPlayer (Apple iOS app and Website player), ITV Player (Android app, Apple iOS app and Website player), Sky Go (Apple iOS app) and UTV Player (Website player). Data from SkyGo include viewing to all broadcasters available through this TV player. Other TV players and platforms are currently being audited and will be added to the report in the coming weeks.
This on-going development will allow BARB customers to build their understanding of online TV viewing. The data will sit alongside data from BARB’s panel of over 11,500 people in 5,100 homes.
The TV Player Report is the first output from Project Dovetail, which is at the heart of BARB’s development strategy to deal with increasing audience fragmentation.
