NEWS10 July 2013

Barb tenders for hybrid measurement

Data analytics UK

UK — TV audience measurer The Broadcast Audience Research Board (Barb) is inviting research agencies to design a hybrid measurement system.

The tender is part of Project Dovetail which aims on capitalising the complementary strengths of representative panel data and census-based site-centric data and builds on Barb’s announcement that it has started the process of collecting census data for television viewing through all computer devices.

Justin Sampson, chief executive at Barb, said: “We’re already on track to deliver greater insight into the viewing that takes place on computer devices as a result of last month’s news. Now we are taking another big step by asking research agencies to pitch for integrating this data with the viewing figures that our users are already familiar with.”

Research companies are being asked to submit responses by the end of September 2013.