BARB Gets New Meters For Changing Broadcast Consumption

BARB is investing in new people metering equipment that will identify time-shift viewing from other systems of disc playback such as PVR/DVRs and DVD recorders.

The new metering technology, which was extensively tested by the research board last year, will complement BARB’s recent introduction of reporting from Sky+ homes. The appliance is the ‘Unitam’ people meter device, from AGB Nielsen Media Research, and is based on a content-matching technology.

Bjarne Thelin, BARB’s chief executive, said, “This extension of our current techniques is an important step for BARB to keep in touch with the nature of change in television consumption.

“The investment, which takes effect across this year, will bolster BARB’s ability to measure the changing viewing environment in which viewer control is increasing. It is anticipated to be deployed in up to 10% of BARB panel homes by the end of the year.

“The deployment of Unitam was envisaged when our contract with AGB Nielsen Media Research was extended at the end of 2004 and gives BARB much greater confidence in the ability of the service to remain relevant throughout the life of the current contracts.”

Justin Sampson, managing director of AGB Nielsen Media Research UK, added, ” Unitam’s versatility is designed to deliver effective audience measurement in homes with a high digital capability.

“As well as providing solutions for generic PVR/DVR devices and DVD recorders, it’s expected that Unitam could offer the potential to monitor other new types of viewing, such as broadcast content on-demand.”

BARB introduced daily Sky+ playback reporting earlier this year (see BARB Lifts Lid On Sky+ Time-Shift Stats) and has recently announced other initiatives relating to measurement technology. A new “visual barcode” technique offering potential to expand measurement of interactive services is being field-tested (see BARB To Trial iTV Barcoding).

A joint project has been commissioned from TNS, with RAJAR, to set up a research and developed panel within the M25 (see BARB Trials Portable Meters With Radio Body). This project will allow BARB to gather knowledge on wireless personal meters which may offer some potential solutions for the future to measure transportable content, and non-wired set home configurations.

BARB: www.barb.co.uk