The U.K.’s BARB to Measure Viewing on Tablets

LONDON: The U.K.'s Broadcasters' Audience Research Board (BARB) is going to start measuring viewing on iPad and Android tablets, marking an industry first for tracking consumption on these devices.

The measurement solution was developed by Kantar Media in consultation with BARB, which lists among its backers the BBC, Channel 4, Channel 5, ITV and Sky. The initial objective is to use this technique in BARB panel homes that already have a software meter installed for tracking viewing on desktop and laptop computers. BARB anticipates that around half of these homes have tablet devices that require monitoring.

Jonathan Allan, sales director of Channel 4, said: "This is fantastic news because of the extremely rapid rate at which tablets have become part of our daily lives. U.K. broadcasters have developed compelling apps for our viewers to watch their favorite live and on-demand programs. We're delighted that BARB and Kantar have overcome research and technical challenges to deliver this solution and look forward to using the insights they generate."

Justin Sampson, the chief executive of BARB, added: "The ability to track how our panel members watch television on their tablets is a great step forward and another staging post for the delivery of Project Dovetail. It is also the catalyst for us to build a new panel of homes that have broadband connections but no TV sets. Additionally, we now plan to accelerate deployment in our panel of the software meters that track viewing on laptop, desktop and tablet computers."

Richard Asquith, the global CEO of Kantar Media Audiences, said: "We are proud to continue working with BARB and the U.K. broadcasters to enhance the gold standard service. The new technology will deliver an understanding of how people's viewing on tablet devices sits alongside more established viewing behavior. Clearly this is important in its own right, but it will also underpin the hybrid approach that we believe is the future of television audience measurement."