BARB Commits to 'Fit-for-TV' Measure, Rebrands

BARB, the UK's television audience measurement body, has announced a commitment to expand its measurement of audiences to include 'fit-for-TV' content on video-sharing platforms. At the same time the organisation has changed its company name to Barb Audiences Ltd.

BARB (the Broadcasters' Audience Research Board) was founded in 1981 by the major players in the UK television and advertising industry, and is responsible for delivering the country's television audience ratings. The organisation already measures broadcaster content on YouTube with the collaboration of the broadcasters, and is committed to extending this. In addition it offers daily audience reporting for SVOD, AVOD and video-sharing platforms at a service level; has begun to report programme audiences for shows on the pure-play VOD services; and has recently signed up Disney+ and Netflix.

The latest commitment follows last autumn's industry consultation to understand what type of content on video-sharing platforms should be included in BARB's audience measurement initiatives. This suggested that fit-for-TV content on video-sharing platforms required editorial input and oversight; regulatory compliance; and content providing a 'safe and suitable environment' for advertisers - and highlighted the importance of understanding the viewing experience, along with contextual factors such as content in view, device in use, and sound on or off.

In addition to the 'fit-for-TV' video-sharing commitment, the body is now also exploring ways of reporting all content on video-sharing platforms that is produced in line with industry-accepted standards of brand safety. The rebrand of the organisation follows these developments, aiming to build on the organisation's 'heritage of continuous innovation' and its 'forward-looking approach to measure viewing behaviour', unconstrained by devices, distribution platform or business model.

CEO Justin Sampson (pictured) adds: 'We're appreciative of the deep trust the industry has in our track record for delivering an understanding of what people watch, yet we also hear a clear call to go further. We don't yet have all the answers for how and when we will extend our reporting of content on video-sharing platforms. Equally we know our capabilities are always enhanced by the active participation of businesses that make content and the platforms that distribute it'.

Web site: www.barb.co.uk .