BARB Launches Consultation On Future TV Measurement

Television measurement body, BARB, is to begin a consultation process on the future of its audience ratings system, designed to prepare the body for the UK’s increasingly advanced television market.

The consultation process, likely to involve an industry-wide survey of current methods and possible future practices, will seek the views of “influential senior representatives amongst [BARB’s] stakeholders.” BARB also hopes to ascertain the requirements of any future research methodology, launching its consultation with a special, invitation only event next month.

BARB’s consultation, asking questions such as “how important is overnight data?”, “what does transportable content mean for television?” and “will television airtime trading change?” is designed to maintain the current system’s position as the gold standard for TV measurement.

Comprising a panel session, an overview of the current service, and some exploration of possible future scenarios, BARB’s consultation launch will take place on 7 June.

The TV measurement body recently teamed with its radio counterpart, RAJAR, piggy backing on its audiometer research in order to provide preliminary data on the use of portable people meters in recording television consumption (see RAJAR Widens Audiometer Tests To Include BARB).

BARB: www.barb.co.uk