BARB appoints Kantar as it boosts cross-platform measurement

The collaboration was made possible by the commitment of the UK broadcasters to embed metadata tags into their programme content and as a result, BARB will be able to measure IP delivered services as well as over the air transmissions from Autumn this year.

In addition, field tests of an app in the early summer should lead to the roll-out of a solution for measuring BARB panelists’ viewing on tablets and smartphones by the end of the year.

BARB will also be inviting research companies to tender for the collation of the new metrics with already available viewing figures.

BARB chief executive Justin Sampson said: “This news is pivotal as BARB will track audiences using metadata tags for the first time. Our initial focus is on reporting the extent to which IP content is being downloaded or streamed. This is a significant step forward in our ambition to deliver cross-platform measurement of content.”