BARB to incorporate on-demand viewing via digital cable

‘Catch-up’ on-demand viewing via digital cable (DCab) is to be incorporated into BARB reporting.

This is being achieved with the continued rollout of Unitam meters from AGB Nielsen Media Research, which have been used by BARB since 2006.

Only playback content which is an exact match to the original broadcast will be included in the published data, said BARB.

Bjarne Thelin, BARB chief executive, said “There remains much to navigate in measurement for the future, but we’re pleased to be able to take another step forward – with the progressive rollout of DCab VOD TV reporting.

“This represents on-demand material viewed on a television which exactly matches content broadcast within the previous seven days.”

Justin Sampson, MD of AGB Nielsen Media Research, said: “The introduction of DCab VOD TV reporting demonstrates that our Unitam system continues to adapt and deliver in measuring television viewing behaviour.

“Having developed a range of initiatives with BARB over the last few years in order to keep pace with the growth in time-shift viewing opportunities, it’s gratifying to have again enabled an enhancement of the UK’s television measurement service.”