BARB is to measure all TV viewing across multiple devices from August – a first for the TV ratings body.
The move will see the body provide the first official measurement of the number of viewers downloading or streaming TV shows across smartphone and tablets, having appointed Kantar Media to collate the device data.
From August BARB will have a “gold standard” report into viewing to catch-up TV services including 4oD, BBC iPlayer, Demand 5, ITV Player and Sky Go.
The body will kick off field tests of a “groundbreaking app” in the coming weeks, which will result in the rollout of a system for measuring BARB panelists’ viewing on tablets and smartphones by the end of the year. This will be in addition to the computer viewing already being tracked in 700 panel homes.
BARB chief executive Justin Sampson said the move marked a “pivotal” moment with the body to 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. The next step is to invite research companies to tender for the task of integrating this data with the viewing figures that our users are already familiar with,” he said.
Brands and agencies have welcomed the move. Richard Brooke, BARB board member and senior communications and buying manager at Unilever UK and Ireland, said: “This is a positive step forward towards measurement of this tremendously complex area. We are optimistic that blending census data with more comprehensive behaviour tracking in the BARB panel is the right way forward.”
The body is due to release its first TV Player Report later this year.