Over 6.1 million people watched television through a PC or tablet in the four weeks to January 5, 2020. Of these 410,000 didn’t watch any television on a TV set.
The figures are the first to be released by BARB since the audience researcher began recording unduplicated programme reach and time spent viewing figures across multiple screens.
The latest stage of the Project Dovetail initiative means new weekly viewing summary report on BARB’s website provides channel and PC/tablet reach, share and time spent viewing figures based on total three-screen viewing, BARB’s new definition of total TV, reported on a rolling four-week basis.
Justin Sampson, BARB’s Chief Executive, said: “Today’s launch marks the third phase of Project Dovetail, which meets the industry’s need for a trusted multiple-screen viewing currency. We began reporting census-level data for BVOD programmes in 2015, and then launched multiple-screen programme ratings in 2018. Now we are delivering unduplicated reach and time spent viewing across TV sets, tablets and PCs.
The new figures are reported on a daily basis across three screens (TV sets, tablets and PCs), and are available through existing data-processing tools and bureaux.
The fourth phase focuses on the performance of advertising campaigns across linear and BVOD formats. It will launch in the first half of next year with an interim beta campaign planning tool made available in March.
