BARB has commissioned Kantar to install its router meter technology, also known as a focal meter, into the BARB panel of homes. Without a router meter, BARB can only make the distinction in panel homes with Sky.
It will also be possible to measure panel members’ viewing on smartphones, where demographic profiles of smartphones viewing will also be reported.
It will also be possible to provide greater insight into unidentified viewing that now accounts for 20% of total TV use. It’s believed that this will include VOD services including Netflix and Amazon Prime Video.
“Justin Sampson, BARB’s Chief Executive, said: “Whether it is live streaming or watching on-demand, people around the UK are getting used to watching content that’s been distributed through BVOD services and other online platforms. This is why a meter attached to the broadband router in panel homes is a vital capability for BARB to have. “
Kantar will begin to install its router meters into new and existing BARB panel homes in October 2019, and all eligible homes are expected to have had a router meter installed by the end of 2020. The initial publication date for data from the meters will be confirmed in due course.
Richard Poustie, UK Managing Director of Audience Intelligence, Media Division, Kantar added: “We are very excited and proud to have been commissioned by BARB to extend the scope of our measurement service on the world’s leading Television Audience Measurement panel. Amongst many other capabilities Focal Meter will significantly enhance the measurement of four-screen viewing and audience profiling by device type and introduce smartphone viewing for the first time.”
Kantar has already rolled out the Focal Meter in Finland and Norway and is in the processing of rolling it out in Canada, Italy and Russia in 2019 and 2020.