In an industry first, BARB, the TV audience measurement body, has announced that it is now able to capture viewing data from tablet devices.
The new measurement technique, which has been deployed in response to changing viewing behaviours, can record data on both iPad and Android tablets and was developed by Kantar Media in consultation with BARB.
The development is the first tangible result of Project Dovetail which aims to deliver a full hybrid measurement system that will deliver cross-platform reporting.
The initial objective is to use the technique in BARB panel homes that already have a software meter installed for tracking viewing on desktop and laptop computers, with BARB anticipating that around half of these homes have tablet devices that require monitoring.
In a statement, BARB said the roll-out will be “controlled carefully to maintain the size and balance of the overall panel.”
The first viewing session that BARB captured took place in mid-August when a panellist watched an episode of Guy Martin’s Passion for Life on the 4oD app on an iPad. Representative data will be published as it becomes available in the coming months.
It is generally accepted that up to 2% of all television viewing time is now spent watching online television on computer devices and with 26 million TV households in the UK, BARB has been under pressure to ensure it is able to maintain a comprehensive measurement of all viewing.
“This is fantastic news because of the extremely rapid rate at which tablets have become part of our daily lives,” said Jonathan Allan, sales director of Channel 4.
“UK broadcasters have developed compelling apps for our viewers to watch their favourite live and on-demand programmes. We’re delighted that BARB and Kantar have overcome research and technical challenges to deliver this solution and look forward to using the insights they generate.”
Justin Sampson, chief executive of BARB, added: “The ability to track how our panel members watch television on their tablets is a great step forward and another staging post for the delivery of Project Dovetail.
“It is also the catalyst for us to build a new panel of homes that have broadband connections but no TV sets. Additionally, we now plan to accelerate deployment in our panel of the software meters that track viewing on laptop, desktop and tablet computers.”
