UK television audience measurement service BARB has appointed Paul Evans to lead an industry consultation on extending its reporting to include all television and television-like content on video-sharing platforms.
BARB has reported programme audiences for SVOD services such as Disney+ and Netflix, and service-level viewing of video-sharing platforms like TikTok and YouTube, since November 2021. It is now looking to expand this reporting to encompass all television and television-like content on video-sharing platforms.
The aim of the consultation is to establish an industry-wide consensus on what is meant by television-like content. As a starting point, BARB has identified three requirements that align with the principles in the EU Audiovisual Media Services Directive and public statements made by advertisers.
These state that Videos and channels should be under the editorial control of a professional media services provider; they should operate to industry-agreed standards for brand safety; and they can be classified by genre to help advertisers and agencies know the editorial environment in which their ads appear.
Evans, a former advertiser, most recently as Global Head of Media for Vodafone, will invite practitioners from across the industry to contribute before presenting his finding like content. He will present his findings to BARB’s Strategy Board in the autumn.