World Cup Adds 20% To TV Audiences
BARB has confirmed that the “World Cup Effect” has boosted TV viewing figures by nearly 20% this month, with viewing levels up across all major demographics.
The audience researchers have confirmed that for the first full week of June (ending 9 June), the average weekly audience viewing of all individuals ages 4 and over was 27.2 hours per week, up 17% on the previous 10 week average. For members of the 16-34 year old demographic, the increase was 19% over the same period.
However, a large number of people have been choosing to watch matches in public venues, where BARB do not have audience measurement equipment. This has led to some criticism of the unofficial overnights released, which appear to underestimate audiences compared to the figures gained by other methods such as phone polls (see 38 Million Follow England’s Victory Over Argentina).
Caroline McDevitt, chief executive of BARB, has defended the system: “BARB figures are the industry standard, and offer the best and most reliable measurement of TV viewing, live as well as recorded playback.” she said, “At best, telephone surveys estimate “reach” – that is, how many people “claimed” to have seen a programme that night – but they do not offer a real alternative.”
BARB’s new system, launched at the start of this year (see BARB Presents New Research System), has not been without its teething problems, and its new, larger panel is still not up to full strength. McDevitt also commented on this situation: “We currently have a reporting sample of just over 4,100 homes, broadly comparable to last year’s panel size…it is well within the bounds of statistical accuracy.”
“Panel management requires constant quality checks…this is a continuous process resulting in having to drop some homes and having to recruit new ones. This “churn” factor is a natural part of panel management. Growing the panel to the final number will, therefore, take time. We are aiming to increase the reporting panel to 5,100, which will make it one of the largest in Europe.”
BARB: 020 7529 5531 www.barb.co.uk
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