Barb updates multiscreen viewing reporting

UK TV audience measurement firm Barb has begun reporting figures for programme reach and time spent viewing across multiple screens. 

The figures show unduplicated reach and time spent watching programmes on TV sets, tablets and PCs. It is the latest stage in the Project Dovetail initiative which was established by Barb to show how viewers watch TV on devices other than the TV set.

Barb chief executive Justin Sampson said: “Today’s launch marks the third phase of Project Dovetail, which meets the industry’s need for a trusted multiple-screen viewing currency.

“We began reporting census-level data for BVOD (broadcaster video on demand) programmes in 2015, and then launched multiple-screen programme ratings in 2018. Now we are delivering unduplicated reach and time spent viewing across TV sets, tablets and PCs.

“The fourth phase focuses on the performance of advertising campaigns across linear and BVOD formats. While we ensure these reach and frequency data meet the standards expected of Barb, the industry will have a beta campaign planning tool that projects the incremental reach delivered by BVOD services. We expect this to be ready for user testing in late March.”

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The BVOD services monitored by Barb include All4, BBC iPlayer, ITV Hub, My5, S4C Clic, Sky Go, STV Player and UKTV Play.

At the start of the year a new content ID system was introduced, linking linear and online content across platforms with episodes consistently linked to programmes which are independently assigned with a genre. Programme titles have also been standardised.

Barb said this would mean that Dovetail Fusion, which combines viewing data from the Barb panel which represents viewing across the nation with device-based date, can generate more accurate demographic profiles for viewing on non-TV devices.