BARB Investigating Interactive Measurement Systems
Television ratings body BARB has begun investigating methods of measuring interactive TV usage, following increasingly vocal calls for action from the broadcasting and advertising community.
The measurement body’s research director, Tony Wearn, told this week’s ASI 2004 European Television Symposium in Berlin that techniques are being investigated to determine which has the best potential for the future.
Speaking at a conference session entitled ‘The Challenge of Interactivity’, Wearn explained that BARB currently provides data on the usage of interactive applications via Sky where they are separately identifiable as part of the broadcast.
BARB’s current data shows that interactive applications are commonly used, and that interaction sees a dramatic increase when tied into a particular event, such as Wimbledon, Euro 2004 or The Olympics.
Wearn’s claims underline those of the BBC, which reported record breaking interactive audiences for its Olympic coverage earlier this year. According to the BBC, nearly nine million digital satellite viewers pressed the red button on their remote controls during the Olympics in Athens, achieving the highest reaching interactive service since Wimbledon 2004 (see Interactive Olympics Draws Millions To BBC).
To extend BARB’s current reporting abilities the research body has been looking at other detection methods that could be introduced. The main techniques being investigated include identifying remote control activity to tag a minute as ‘interactive time’, the extension of the use of audio detection (currently part of the range of techniques available to BARB for identification of TV content) for some interactive applications, and two possibilities of inserting codes into the visual output known as visual watermarking and visual barcoding.
Wearn gave most detail about visual barcoding, for which a prototype technique has been developed by BBC Research & Development. The new technology would allow for identification of a unique ‘barcode’ which could be inserted on each interactive application.
Commenting on BARB’s commitment to measuring interactivity, Wearn said: “Fresh thinking needs to be applied to find appropriate technical solutions to extend the capture of interactive viewing. The techniques we are investigating need to be tested for the amount of information that could be captured, the main type of data that could be expected as output, including at what level it would be statistically appropriate to report and ultimately whether it will deliver to the industry something of value.”
The issue of recording interactive viewing is by no means new. Earlier this year BARB pledged to tackle the subject following increased calls from broadcasters and agencies alike (see
BARB Responds To Calls For Interactive Measurement
BARB Responds To Calls For Interactive Measurement Sky Unveils Interactive Advertising Insight).
BARB: www.barb.co.uk
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