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BBC Working on Cross-Platform Tool
In the UK, the BBC is developing an audience measurement tool which will provide insight into how audiences 'pick and mix' content across a variety of viewing platforms.
The new Cross Media Insight system will factor in all time-shifted and online viewing. It will be designed to count repeats, iPlayer figures, recorded programmes, red-button, mobile-access and viewings via third-party sites such as YouTube. The tool will then aggregate figures after a programme's initial broadcast.
Currently in beta phase, the new single source system is based on the weekly media diaries of 650 viewers. Head of Audiences Helen Normoyle said that it will provide a 'more nuanced' and segmented view of the market place.
'You can't easily see what a person is doing when they watch a programme on television and then respond to a call to action and look online,' said Normoyle. 'We assume they are the same people, but we don't know.'
Normoyle stressed that the system will be complementary to audience measurement services supplied by BARB, Rajar and others such as Nielsen.
Cross Media Insight will be rolled out within the BBC later this year, and learnings will be shared with other broadcasters.
Web site: www.bbc.co.uk .
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