BARB, the UK TV audience measurement currency, has this week invited research agencies to pitch for two of its main contracts.
The ‘audience measurement panel and data publication’ and ‘survey design and methodology’ contracts will both begin in 2023 and run for an initial six year period, with the tendering process opening today (4 April).
Kantar Media and RSMB, respectively, hold the contracts at present.
The news comes as BARB deals with multiple changes in how people watch television. These include the further development of subscription video-on-demand (SVOD) services; considering the impact of 5G mobile networks; monitoring existing technologies such as smart watches, augmented reality apps and virtual reality headsets and being aware of technologies that are yet to be developed.
“BARB is responsible for a trusted audience currency that delivers comparable reporting of viewing to programmes and commercials across a wide range of channels, services and platforms,” said Justin Sampson, BARB’s chief executive.
“Everything we do is guided by the need for independence, objectivity and transparency.
“We now deliver multiple-screen viewing figures through the Dovetail Fusion method. Our focus on this landmark development meant we chose to go into extra time on contracts at the heart of our television audience measurement services. We can now plan further developments of our service across the next decade from a position of strength.”
Sampson added that it is BARB’s vision to have the “versatility” to track the technologies that media companies will use to reach viewers throughout the 2020s.
“This tender process will ensure we are working with research agencies that are best-equipped to deliver solutions for this challenge in the decade to come.”
BARB will also invite tenders for a panel set-up recruitment contract, which will be specified in line with the winning bid for the audience measurement panel and data publication contract.
