UK:BARB to capture viewing on tablets

Reflecting the rise of new ways for watching television, BARB – the body that provides official viewing figures for UK television audiences – has confirmed the deployment of a new measurement technique that captures panellists’ viewing on iPad and Android tablets.

The measurement solution has been developed by Kantar Media in consultation with BARB (Broadcasters’ Audience Research Board) and is the first industry solution for the electronic monitoring of people’s behaviour as they consume media on their tablet devices.

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. The roll-out will be controlled carefully to maintain the size and balance of the overall panel.

The first viewing session that BARB captured took place in mid-August when a panellist watched an episode of Guy Martin’s Passion for Life on the 4oD app on an iPad. Representative data will be published as it becomes available in the coming months.http://advanced-television.com/2014/09/09/barb-to-capture-viewing-on-tablets/?utm_campaign=twitter&utm_medium=twitter&utm_source=twitter