Barb to measure web TV viewing

Barb is to start measuring TV viewing on PCs, laptops and tablet computers this year, following the introduction of a web TV-viewing meter to UK households.

TV viewing: Barb now to introduce web TV-viewing meter
TV viewing: Barb now to introduce web TV-viewing meter

The meter will initially be distributed to 100 Barb panel homes over the second half of 2011, to gauge its impact and enable the industry body to make improvements. Barb will then extend its use across up to 1,100 homes during 2012. An estimated 2,500 people will ultimately take part in the measurement process.

Barb said the rollout would be done in a "staged approach to ensure that the standards and quality of the core Barb service are not jeopardised".

Bjarne Thelin, Barb's chief executive, said: "We will continually consider and verify the web TV-measurement technique, so that we can confirm the appropriateness of this approach for Barb.

"Following the initial stage, we'll evaluate the value of processing further, and, with the industry, we will assess how this data can best be utilised and applied.

"The prospect of a measurement which enables web TV viewing to be examined alongside television set viewing, from a single source, will have a number of applications. It's likely that the greatest initial learnings will come from data aggregated over time."

The news follows a year-long test project that ended in May. The trial helped Barb identify areas for improvement and to adjust the software accordingly.

Barb is using Kantar Media's software meter technology.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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