BARB Prepares To Launch Sponsorship Tracking System
BARB is preparing to introduce a new reporting system capable of measuring the sponsorship of television programmes.
Speaking at the Media Research Group conference yesterday, BARB’s research director, Tony Wearn, revealed the specification for the new tool is almost finalised and subject to approval, the tracking system should be ready to launch by the middle of next year.
Television sponsorship and promotion has become increasingly popular over the last few years and broadcasters have been quick to exploit the revenue earning potential of the rising demand for brand association.
Earlier this year ITV secured Nestlé as the £6 million sponsor of the third series of Pop Idol, in the richest ever co-promotion for one series on British television. The deal includes all on-air and off-air activity, as well as a series of wide-ranging promotional initiatives (see ITV Secures Nestlé As Record £6m Sponsor Of Pop Idol).
Wearn went on to outline a number of other future projects for BARB, which recently announced that its audience panel is now fully operational after months of controversy and delays following the introduction of its new system (see BARB Presents New Research System).
He emphasised the need to find a system capable of measuring viewing via personal video recorders, which allow users to create their own viewing schedules and skip through the commercial breaks. He also spoke of the increasing demand for an interactive tracking tool and a system capable of measuring viewing by platform.
Wearn explained that a number of alternative methodologies are currently being considered to enable the measurement of television viewing via satellite, cable and digital terrestrial platforms. He spoke of the possible introduction of a personal metering device, or a specially designed set top box capable of identifying different viewing methods.
Earlier this year BARB announced that Bjarne Thelin, director of planning at Carlton Television, will replace Caroline McDevitt as chief executive of the audience research body early next year (see BARB Appoints Thelin As New Chief Executive).
BARB: 020 7529 5531 www.barb.co.uk
Recent Television Stories from NewsLine England’s Rugby World Cup Victory Watched By 14.5 Million Growth In Multichannel Viewing Hits Terrestrial Channels TV Advertising Comes Out Top In Terms Of Sales Uplift
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left