UK television audience body BARB has announced the launch of a new measurement technique, developed with Kantar Media, for panellists' viewing on iPad and Android tablets.
BARB says the method, part of its hybrid / cross-platform measurement initiative Project Dovetail, will initially be used in its panel homes with a software meter already installed for tracking viewing on desktop and laptop computers. It estimates that around half of these homes currently have relevant tablet devices.

The organisation, which is funded by the country’s four original terrestrial channel providers plus Sky and the IPA, says current estimates suggest up to 2% of all TV viewing is done on computer devices, and that monitoring of this growing segment is important if it is to maintain 'a comprehensive measurement of all television viewing'.