Barb seeks industry consensus on ‘TV-like’ content to guide expansion of measures

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 measurement for such viewing.

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

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

Now it’s looking to spread its wings, but not before establishing an industry-wide consensus on how to define “TV-like” content. To get the ball rolling, Barb identified three key requirements which she believes align with the EU Audiovisual Media Services Directive and statements made by advertisers.

These include a stipulation that videos and channels must be under the control of a professional media service provider and operate within agreed industry standards for brand safety. Channels should also be categorized by genre to guide ad placement in editorial content.

Barb’s Managing Director, Justin Sampson, said, “Innovation took Barb to a major milestone last year. Since November 2021, we provide 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.

“We are now ready to specify the next evolution of our industry’s benchmark measurement of what people watch.”

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

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