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Barb seeks industry consensus on ‘television-like’ content to guide measurement expansion

By John Glenday | Reporter

September 6, 2022 | 3 min read

Television audience measurement service Barb has opened a consultation on extending its reporting to all ‘television-like’ content hosted by video-sharing platforms by establishing an agreed measure for such viewing.

BARB

The consultation will draw on inputs from media agencies, advertisers, broadcasters and video-sharing platforms

The move follows the body’s embrace of audience metrics for streaming video on demand (SVOD) platforms including Disney+ and Netflix back in November last year, as well as reporting on video-sharing portals such as TikTok and YouTube.

Now it is looking to spread its wings further, but not before establishing an industry-wide consensus on how to define ‘television-like’ content. To get the ball rolling, Barb has singled out three key requirements that it feels correspond with the EU Audiovisual Media Services Directive and pronouncements made by advertisers.

These include a stipulation that videos and channels should fall under the control of a professional media services provider and operate to industry-agreed standards on brand safety. Channels should also be classified by genre to guide the placement of ads within editorial content.

Barb chief executive Justin Sampson said: “Innovation carried Barb to a significant milestone last year. Since November 2021, we’ve been delivering daily audience data for SVOD and video-sharing services. This enhances what was already the most comprehensive and granular measurement service for all forms of television on all devices.

“Now we are ready to specify the next evolution in our industry’s gold-standard measurement of what people watch.”

Headed up by Paul Evans, the former global head of media at Vodafone, the consultation will draw on inputs from media agencies, advertisers, broadcasters and video-sharing platforms before presenting its findings in the autumn.

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