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BARB rolls out viewing figures for multiple screens

Measures total three-screen viewing

BARB has begun to report unduplicated programme reach and time spent viewing figures across multiple screens.

The new figures are reported on a daily basis across three screens (TV sets, tablets and PCs), and are available through existing data-processing tools and bureaux.

Marking the third deliverable from the four-stage Project Dovetail initiative, BARB’s website now features a new weekly viewing summary report that provides channel and PC/tablet reach, share and time spent viewing data based on BARB’s new definition of total TV – total three-screen viewing.

Weekly data based on the previous definition of total TV, C7 TV set viewing (consolidated seven-day TV set viewing) are reported alongside for continuity.

BARB customers and data-processing bureaux can access daily respondent-level data within the new cross-platform panel viewing file (PVX), allowing more extensive analysis of unduplicated multiple-screen programme reach and time spent viewing.

BARB chief executive Justin Sampson said: “Today’s launch marks the third phase of Project Dovetail, which meets the industry’s need for a trusted multiple-screen viewing currency. We began reporting census-level data for BVoD programmes in 2015, and then launched multiple-screen programme ratings in 2018. Now we are delivering unduplicated reach and time spent viewing across TV sets, tablets and PCs.

“The fourth phase focuses on the performance of advertising campaigns across linear and BVoD formats. While we ensure these reach and frequency data meet the standards expected of BARB, the industry will have a beta campaign planning tool that projects the incremental reach delivered by BVoD services. We expect this to be ready for user testing in late March.”