BARB reports multiple-screen TV figures for first time
BARB, the TV audience measurement body, has for the first time started reporting the number of people watching programmes across four different screen types.
Confirming that ‘Project Dovetail’ has successfully launched after years of development, the new measurement capabilities cover TV sets, tablets, PCs and smartphones for on demand and live streaming.
Project Dovetail, which was first conceived in 2015, was established to understand the changing ways viewers now consume television content. However, the complexity of the task means further stages are yet to be launched, with today’s stage covering ‘programme average audiences’, which reveals the number of people watching programmes across the four screens.
These will be published eight days after transmission, with back-dated figures available for TV shows broadcast from 27 August.
Further stages will show ‘multiple-screen reach and time spent viewing’, and ‘multiple-screen advertising campaign performance’. Both launch dates are yet to be confirmed, but BARB hopes to have some new developments ready for early 2019.
Some of the early findings from today’s launch show that traditional TV viewing, by far, remains the most popular way to watch. On average, across all types of TV content, viewing across tablets, PCs and smartphones adds an additional 1.5% uplift. …
… read on at mediatel.co.uk
BARB’s CEO, Justin Sampson, will be speaking at the 2018 asi International Television & Video Conference in Athens, Greece, on 7th-9th November.