BARB Begins Sifting

A dozen research suppliers have submitted a total of 24 proposals to UK audience measurement body BARB in response to its invitation on next generation measurement.

BARB put out the tender earlier this year, asking for innovative thinking on measurement in the digital age. Technologies like DVRs and time-shifting, on-demand programming, mobile and wireless broadcasting mean traditional measurement is increasingly inadequate.

The organisation is also taking other steps to reflect new viewing scenarios in its methodology. In March it began measuring Sky+ usage and in June it launched upgraded people meter devices to measure non-Sky+ PVRs and DVRs (personal and digital video recorders). It has also promised better coverage of out-of home viewing, following ITV's complaints about measurement of World Cup coverage.

BARB currently has agreements with RSMB, Ipsos-RSL and AGB Nielsen Media Research, but these expire in 2010. CEO Bjarne Thelin said yesterday he was 'encouraged' by the response so far. BARB now plans to issue a more rigidly defined invitation to tender around April 2007, with a July deadline. The next stage will compare ideas in the light of the level of funding likely to be available from the television industry. BARB has recently acknowledged the importance of making best use of funds, by sharing R&D effort with radio body RAJAR.

BARB is a non-profit making limited company owned by BBC, ITV, Channel 4, five, BSkyB and the IPA, set up in 1981 to provide the UK industry standard TV audience measurement service. It is online at www.barb.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.