BARB Audience Measurement Of Digital Broadcasting

BARB has released the following statement in reference to the measurement of digital audiences:

“With the launch of digital television fast approaching on Thursday, additional methods for monitoring audiences will be required.

“Initial penetration of digital television of the population is expected to be small, and there will be insufficient digital homes to enable BARB to separately identify individual digital channels.

“As homes on the BARB panel acquire a digital capability their viewing will be monitored so that where analogue channels are being viewed simultaneously on digital transmissions the total audience to that channel, programme or commercial will be reported. Viewing to programmes being transmitted exclusively on digital services will initially be included in ‘other viewing’.

“Further reporting of digital broadcasts will be introduced, dependent to a large extent on the rate of take up of digital equipment by households and the consequent increase in the number of panel homes available for reporting.”

For more information, visit the BARB website at www.barb.co.uk

BARB: 0181 741 9110