asi Conference 2008: BARB predicts PC, mobile and other viewing to represent 11% of viewing by 2017

Speaking at the asi European TV Symposium in Lisbon, Bjarne Thelin, chief executive of BARB, presented forecasts for the share of viewing of non-TV platforms up until 2017.

Thelin outlined BARB predictions for overall viewing across platforms. The current figure of 1% for PC, mobile and other viewing is estimated to grow to over 11% by 2017, demonstrating that viewing via both PC and Mobile is set to grow apace.

Thelin explained the challenges of attempting to measure this viewing, and spoke about how the potential surfeit of information available for PC viewing is offset by the fact that it is machine-based rather than people-based. This would mean that many areas currently picked up via TV measurement, such as multi-person viewing, would still have to be collected by a survey-based mechanic in order to deliver the richness of data that advertisers and broadcasters are accustomed to.

Another challenge was the different types of metrics between platforms, with Thelin citing the variation in TV viewing provided by reach and average audience compared to the unique visit model often used for online measurement.

asi: www.asi.eu.com/