A Breakthrough in Internet TV Audience Measurement
LONDON, June 19, 2013 /PRNewswire/ –
Kantar Media appointed to track UK online TV viewing across all devices
Kantar Media has been appointed by BARB (Broadcasters’ Audience Research Board) to
collect and report census data for online TV viewing in the UK across all devices. This is
a ground breaking development that measures the number of viewers downloading or streaming
TV content across computers, smartphones and tablets.
The innovative collaboration to measure and report viewing of top TV programmes and
ads on any device means that from later this year the enhanced BARB service will measure
IP delivered TV services[i] as well as over the air transmissions. The latter still
represents the majority of television viewing in the UK’s 26 million TV households.
The TV Player Report is targeted to be launched by the end of this year and is the
first step towards BARB being able to dovetail census and panel measurement of TV viewing,
making each more meaningful for broadcasters and advertisers.
In a related development, field tests in the early summer will lead to the roll-out of
a solution for measuring BARB panellists’ viewing on tablets and smartphones by the end of
the year. This will supplement the tracking of computer viewing in BARB panel homes that
is possible as a result of Kantar Media’s VirtualMeter being installed in all new panel
homes since the end of 2012.
“We are delighted to be enhancing the gold-standard UK TV audience measurement
service,” commented Richard Asquith, Global CEO, Kantar Media Audiences. “As television
viewing continues to evolve, Kantar Media is committed to delivering audience measurement
on all devices, enabling broadcasters and advertisers to understand the changing habits of
consumers. We are proud to be asked by BARB to work with them on this ground-breaking
development and look forward to applying this new thinking to other TV measurement
Commenting on the announcement Justin Sampson, Chief Executive at BARB, said: “This
news is pivotal as BARB will track audiences using metadata tags for the first time. Our
initial focus is on reporting the extent to which IP content is being downloaded or
streamed. This is a significant step forward in our ambition to deliver cross-platform
measurement of content.”
Kantar Media is already a major contractor to BARB and this recent contract was
awarded following a competitive tender process involving both traditional and pure-play
[i] TV player services including 4oD, BBC iPlayer, Demand 5, ITV Player and Sky Go.
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s
leading brands, publishers, agencies and industry bodies, helping them navigate and
succeed in a rapidly evolving media industry. This includes analysis of paid media
opportunities; counsel on brand reputation, corporate management and consumer engagement
through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media
provides clients with a broad range of insights from audience research, competitive
intelligence, vital consumer behavior and digital insights, to marketing effectiveness and
online influence. Our experts currently work with 22,000 companies tracking 3 million
brands in 50 countries.
http://www.kantarmedia-audiences.com http://twitter.com/kantar_media http://www.kantarmediareview.com
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SOURCE Kantar Media