UK audience measurement service Barb has signed a contract with MetaBroadcast and Gracenote to operate its combined content ID and genre allocation system from January 2025.
MetaBroadcast will employ Gracenote’s schedule metadata and unique content identifiers to reduce timescales for accurate programme identification, validation, enrichment and genre classification, as well as improve coverage and accuracy of broadcaster IDs.
The inclusion of Gracenote will also allow Barb to better deduplicate content and accelerate reporting from seven days to three days after programmes are first made available on linear channels or streaming services, said the companies.
“By leveraging Gracenote’s unique content IDs and programme metadata, measurement providers can quickly identify and better understand what people are watching across different services and platforms,” said Tim Cutting, chief revenue officer at Gracenote.
“We look forward to working with MetaBroadcast and enabling Barb to deliver new levels of speed, accuracy, consistency and completeness in their multi-screen audience measurement.”
