BARB launches new online virtual meter trial

BARB has launched a six-month trial to test the possibility of integrating PCs and laptops into its main panel for TV viewing.

The TV audience-measurement service is working with Kantar Media’s TNS to recruit a temporary panel of 75 homes for the field-test, which will involve fitting every home PC with a virtual meter to track online viewing habits.

The meter will also allow viewers to register the audiovisual content they are watching.  The UK is the first country to actively field-test the device, according to BARB.

BARB are using the trial panel to see whether the device works in real-life situations, as well as to find out if there are any technical issues relating to the online meter, which would prevent it from working with the main TV panel.

The virtual meter has been designed to replicate the set-top meter used by BARB’s current in-home viewing panel, which is made up of 5,100 homes.

It will add to BARB’s bi-annual online surveys, which aim to track how much people use online television services to watch programmes via a PC or laptop.

There has been a significant increase in the number of online viewers since BARB launched the online survey in 2005, with 27% of adults claiming to have watched TV via the internet at some time in November 2009.