Barb Considering Additional Survey

Barb has said that it is definitely looking at new ways of measuring television viewing, especially for out-of-home special events.

Bill Meredith told Newsline that the wide issue of measuring viewing in the increasingly fragmented TV market was being discussed and Barb was “very interested” in monitoring out-of-home viewing for events such as football and boxing in pubs and clubs.

He did say however that the discussions were at a very early stage and many problems would need to be ironed out before any details were announced. The costs in particular may be prohibitive and the difficulty of what constituted “events” could cause problems, as could deciding what types of events the industry would want to measure.

Euro ’96 highlighted the problem of out-of-home viewing, when research by Carat revealed that over 5 million more people watched the England/Germany match than the Barb panel had indicated *Carat Claim More Saw Southgate Miss.

* MediaTel subscribers only

Barb: 0181 563 2696