BARB ‘Keeping Its Options Open’ For Future Of Audience Measurement

BARB believes that the forthcoming trial it will conduct with RAJAR is currently the best option for obtaining accurate television audience measurement data, but that the broadcasting body is open to fresh concepts of measurement in Britain’s ever-evolving media landscape.

Speaking at last night’s Media Research Group meeting, BARB research director, Tony Wearn, said the organisation would be “keeping our options open for the future”, but the forthcoming trial with RAJAR (see RAJAR Announces 2007 Measurement Contract Details) was the best option at the moment.

Wearn also admitted that BARB was planning to extend its capability to measure on-demand content viewing, such as its current Sky+ viewing reporting (see BARB Gets New Meters For Changing Broadcast Consumption).

The group could also include measuring viewing of advertisements in the future and explore measurement of mobile broadcasting devices as the media and technology develop. “None of the issues are insurmountable,” Wearn said.

He also suggested that BARB would shortly release its new outline for the future, which could potentially explore issues concerned with measuring broadcasting over the internet.

BARB: www.barb.co.uk