Amid a backdrop of fevered M&A chatter, 2024 was a year replete with significant moves for both global streamers and broadcasting incumbents. 

The planning tool has been overestimating BVOD reach for years. The TV measurement body is now working on a fix that would align its reporting with CFlight.

Progress in online audience measurement means putting humans at the heart of media and working through a deep understanding of real people. Not IDs, devices, users or accounts.

Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.

Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?

A panel at The Future of Media Manchester considered the need for TV to lean further in to data and performance to be more competitive for media budgets.

Barb has updated its Advanced Campaign Hub to include planning for both streaming services and is in advanced talks with Disney to include Disney+.

Origin has launched a key testing phase with 35 major advertisers who will test real campaign data across YouTube, Meta and linear TV — without Barb’s TV audience data.

The broadcaster’s commercial boss urged UK advertisers to push back against plans by Isba to use non-Barb TV audience data in its cross-media measurement initiative ahead of trials.

The broadcasters are set to launch a joint measurement panel aimed at tracking the short-term impact of TV advertising on sales in a move they say will give the sector “the measurement it deserves”.