BARB To Measure PVR Playback Figures
Television ratings body BARB, has announced plans to start reporting viewing figures for PVR playback from stored content on Sky+ devices.
BARB has been working with its meter providers AGB Nielsen Media Research, and with BSkyB on the initiative for a number of months, with the scheme being activated in phases throughout September.
BSkyB has developed a means of extracting service information codes from the stored content in the PVR hard disk, enabling a BARB meter to identify and read them. The BARB meters have been modified by AGB Nielsen Media Research in order to accept the new code information and integrate it into BARB reporting.
BARB’s new system will include Sky+ viewing in both its consolidated viewing figures, comprising live and seven-day timeshift, and VOSDAL (Viewing On Same Day As Live) figures. BARB claims the first opportunity for a four-week analysis covering all Sky+ homes on the BARB panel will be towards the end of October.
Sky+ playback will be subject to the same rules of reporting as other consolidated viewing, with fast forwarding not included in viewing figures.
Commenting on the new measuring system, Bjarne Thelin, chief executive of BARB, said: “Sky+ reporting is a major development for the BARB system and will provide the first daily reporting of PVR usage. It’s part of the developments that were anticipated when BARB extended its research contracts with suppliers at the end of last year.”
When the switch-on of Sky+ playback is completed, BARB will issue an official analysis of the first weeks of reporting. These will be initial figures and indicative for such devices. Results may be expected to change with seasonality, variations in programme schedules, as the take-up of the devices expands, and over longer periods of analysis.”
Earlier this summer, BARB launched its new consultation project titled Future Into View. Thelin, made it clear that actions drawn out of the consultation could be considered from this point on, not held back until the new contract launches in 2010 (see BARB Launches Future Into View Consultation).
With reference to a common industry research theme of the moment, Thelin asserted that “TV requires our (BARB’s) full attention.” He said that BARB was not attempting to seek out joint venture research opportunities with other media, but having determined “the best route for BARB,” he acknowledged this might prove a workable option for another medium too.
This is the start of a process, which will report back early next year with a framework for how BARB measures TV in the future. BARB subscribers are being asked to fill in an online survey at www.barb.co.uk, and a series of focus groups are also planned.
The initiative was warmly welcomed by the agencies, advertisers, research companies and media owners in attendance, but there was also realism concerning the difficulty of the task that lies ahead.
This summer also saw BARB included in RAJAR’s programme of audiometer testing extending the research to create the most extensive fieldwork tests to date in the UK, including some data on TV viewing (see RAJAR Widens Audiometer Tests To Include BARB).