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VIDEO8 October 2018

Barb’s Justin Sampson on multiple device TV viewing measurement

Media People UK Video

The first stage of Project Dovetail, Barb’s multi-screen measurement, was launched last month and Justin Sampson talks to Jane Bainbridge about the process.


The first stage of Project Dovetail, Barb’s measurement of total reach of programme and commercial audiences across multiple screens, was launched last month. It has been a complex process and in this Research Live video, Barb’s chief executive, Justin Sampson, talks about what was involved, the difficulties of achieving a robust measurement and how viewing is changing.