BARB Expands Timeshift Viewing Measure

UK TV ratings body BARB is now reporting month-old timeshift data, in order to determine how TV viewing builds in the four weeks following broadcast. The new format adds to the existing BARB Gold Standard figures, which measure viewing seven days after broadcast.

BARB (the Broadcasters' Audience Research Board) provides viewing figures for UK television audiences, and is funded by the BBC, Channel 4, Channel 5, the IPA (Institute of Practitioners in Advertising), ITV, and Sky.

The organisation began measuring catch-up viewing last month on services such as the BBC iPlayer, 4oD, ITV Player and Sky Go, in addition to traditional screen viewing. Through its new service, BARB says that commissioners, schedulers and media planners will be able to examine how different demographics behave, and how timeshifting affects different channels and programme genres.

Danny Cohen, the BBC's Director of Television, comments on the new initiative: 'We are delighted that BARB is working towards producing data that gives us a more complete view of the reach of our programmes. Initiatives such as this, alongside the recently announced TV player report for online viewing, are the type of advancements we need in the industry. While it is clear the traditional schedule remains core to many viewers, we need to be mindful of how behaviour is changing.'

Web site: www.barb.co.uk .