Barb extends total campaign planning to include Netflix and Discovery+
Barb has updated its pre-campaign planning tool, the Advanced Campaign Hub, to include Netflix and Discovery+.
The Advanced Campaign Hub was launched in 2020 and combines Barb panel data with first-party data, with census-level impressions supplied directly by the participating VOD services.
The Media Leader understands the TV measurement company is in advanced discussions with Disney to also include Disney+ in the Advanced Campaign Hub. Disney+ launched its ad-tier in UK market last November.
Netflix boss: ‘we couldn’t be any more transparent’
The Advanced Campaign Hub already allowed for planning inclusive of Amazon’s Prime Video (and its FAST channel Freevee), as well as linear and broadcaster video-on-demand (BVOD) channels including Channel 4, Channel 5, ITV, Sky, UKTV and Warner Bros Discovery’s non-VOD services.
Netflix had previously announced Barb would begin reporting its ad tier figures beginning in September, which comes as part of a broader push for transparency by the streaming giant. Last week, Netflix’s co-CEO Ted Sarandos recently challenged other streaming rivals to release their viewership numbers at a recent conference in Manhattan.
“That is kind of an answer to the folks who were saying, ‘Hey I don’t really get to see how my stuff does.’ And I agree that was unfair,” Sarandos said. “So, this idea is that the number is out there so that talent can see it, so that agents can see it, so that the press can see it and know what’s a hit and what’s a miss. I don’t think we could be any more transparent than that. I’m hoping that the other folks in the business will follow suit.”
According to Barb survey data last month, Netflix is dominating UK subscription video-on-demand (SVOD) usage in the UK. The streaming service is reportedly being watched in nearly six in 10 UK homes (59%) and accounts for 87% of all SVOD services used by UK households.
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According to Barb head of campaign audiences Luca Vannini, Netflix worked closely with Barb to ensure the estimate of TV set households on its ad-tier subscription is available and updated daily in Barb’s panel viewing data. This was not required for Discovery+, whose subscription plans all include ads.
“Our total campaign reporting continues to evolve in response to users’ needs, and we’re delighted these latest developments reinforce that Barb has gone beyond reporting broadcaster services only,” said Vannini.
“Netflix has been incredibly engaged in the process for this latest update,” he continued. “Thanks to this active collaboration, we are also starting to display its ad-tier audiences as part of our daily-audience reporting for Barb subscribers.
“We also welcome Warner Bros. Discovery’s commitment to extend our reporting of its VOD service, discovery+, for planning purposes.”
In addition, Barb today announced the start of a tender process for its Total Campaign Reporting Suite. This will include access to the Advanced Campaign Hub as well as CFlight, the joint venture between the UK’s major commercial TV companies that enables linear and VOD ad measurement without duplicating audiences.
Barb took over governance control of CFlight at the start of the year and subsequently upgraded the tool to offer extended reporting of traded audiences.
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