BARB has launched reporting of four-screen viewing with the inclusion of smartphones in its audience data.
The research company says that collecting smartphone data from its panel means that it can now report on people rather than devices, measuring reach and demographic profiles of the smartphone viewing audience.
ITV2 favourite Love Island delivers the largest smartphone audience for the week commencing July 5th. Episode 10 on July 7th delivered a four-screen total audience of 3.8m Individuals 4+. Of these 412,000 (10.7%) of these viewed on a smartphone, 46.6% were aged 16-24 and 75.8% of viewers were female.
Euro 2020 coverage was also a strong performer, particularly among the over 55s.
Since January 2020. BARB has been reporting time spent viewing across three screens: TV sets, tablets and PCs.