BARB Investigates Interactive Ad Measurement

According to reports in the media press, BARB (Broadcasters' Audience Research Board) in the UK is looking into a measurement system for interactive TV advertisements.

The TV measurement service is contacting broadcasters, advertisers and agencies about an audit of such commercials, which allow viewers to buy goods, find out information and donate money through their TV sets.

According to BARB director of research Tony Wearn, 'We need to grasp what the industry expects to see in terms of the measurement of interactive advertising. Until we know what people are expecting we won't know what form the measurement will take.'

However, a final measurement system could involve considerable resources, both in terms of time and money. Although the set-top boxes of leading digital service BSkyB are configured for BARB's measurement service, those of free-to-air operator Freeview and cable systems NTL and Telewest are not.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.