BARB has appointed Kantar to install new metering technology that will increase the number of UK homes measured 5,150 homes to 7,000 homes.It’s the largest-ever increase in the reporting sample since the launch of the TV research organisation in 1981.
Kantar’s new meter — which takes the form of a tablet device — features an innovative avatar-based registration system. Kantar will install this new TV-set metering technology alongside meters that are attached to Wi-Fi routers in panel homes. The router meters — which are already deployed in BARB panel homes — are instrumental in identifying how people watch streaming services.
In addition, BARB has re-appointed Kantar to maintain the collection of a census-level count of viewing to BVOD services.
Later this year BARB will the collection of of audience figures for SVOD services and video-sharing platforms, including Netflix, Amazon Prime Video and Disney+.
“These decisions underscore the long-term commitment of the UK television and advertising industry to independent, objective and transparent audience measurement,” said Justin Sampson, Chief Executive, BARB. “Staying true to the objective of the tender process, BARB has chosen imaginative and engaging solutions that have the versatility to track the full range of linear and on-demand services viewers can choose from.”
At the same time as awarding new contracts, BARB has extended Ipsos-MORI’s contract for conducting the Establishment Survey. This contract – which also includes recruiting homes to our representative panel of UK homes – now runs for a further two years until the end of 2023.
BARB’s services are supported by two other contracts; Dovetail Fusion data integration (conducted by Kantar) and provision of a content identification system (MetaBroadcast).
