ISBA - The Voice of British Advertisers

BARB is under pressure to provide more accurate multi-platform audience viewing and measurement data. It has recently been canvassing stakeholder’s opinion to identify future non-linear viewing requirements.  ISBA submitted its preliminary views in May 2011.

Advertisers were unanimous that BARB's exploration of non-linear measurement is critical to its survival. Granularity across content type (e.g. live, catch up, archived content, bespoke content and user-generated content) was seen to be more important than granularity across platforms.

Adding to the pressure is Sky’s single-source viewing panel, SkyView - a panel of 33,000, (as opposed to BARB’s panel of 5,100), providing more granular data direct from set top boxes on channels being accessed.  The BBC and Channel 4 have also both launched standalone measurement services to provide combined viewing figures across linear TV and their on-demand services iPlayer and 4oD. 

Broadcasters have historically been able to charge advertisers premium rates for prime slots based on the seemingly robust figures of BARB data.  With the introduction of sophisticated platforms, offering more accurate data, broadcasters may need to rethink their standards of measurement and share them with brands.  Funding will be an underlying issue if BARB decides to invest in such improvements. 

In reaction to this, BARB is rolling out a new measure of TV viewing on PCs and tablets to provide more accurate information. It will launch the web TV viewing meter in 100 of its panel homes over the second half of 2011. BARB will then extend its use across up to 1,100 homes during 2012. An estimated 2,500 people will ultimately take part in the measurement process.

The move follows a one year period that identified developments to improve its web TV software, and BARB anticipates further updates are likely to follow during the course of a staged rollout.

Google is funding a multi-million-pound planning tool to help brands understand consumer behaviour across TV and online media. The internet giant is working with WPP-owned research firm Kantar to build a panel that will measure TV and online media habits from a single source.

Kantar will recruit a 3,000-strong panel, representative of the UK population, by the end of 2011, with data and measurement analysis promised to the industry by 2012. The aim is to provide brands with a planning tool where they can benchmark the reach and footprint of a campaign that would run across TV and online. It aims to help them understand how leveraging spend between TV and the web can impact consumer interaction through a single source, rather than by fusing together two sets of data.

Google has discussed its initiative with all of the UK’s major trade bodies involved in media measurement including the IPA, the IAB, ISBA, BARB and UKOM. It will look at how its initiative will complement others, such as the IPA’s Touchpoints.

In May 2011, the UK Online Measurement Company (UKOM) and Nielsen launched the first industry-backed online video metric, VideoCensus, allowing brands to directly compare web viewing with TV for the first time. VideoCensus aims to boost online video budgets by being directly comparable to the long-established TV planning tool BARB. It uses a hybrid online audience panel and technology-based methodology to show how web users engage with online video content, helping advertisers, agencies and publishers accurately measure online video audiences. 

Founded by ISBA in 1932 and co-owned by all major industry stakeholders, ABC independently audits and reports on print media circulations and online media traffic, providing a fundamental trading currency for media buyers and owners across print, events, digital and evolving platforms.

There is an strong and understandable desire from publishers to issue combined print and digital data.  ISBA (and IPA) recognise that most consumption will eventually be through digital channels and welcome the development of headline reports which highlight print and digital data on the same sheet.  However, we are   resisting the conflation of print and digital into a single inflated headline figure, as the two channels are as yet quite different media and advertising consumption experiences.  

The OOH industry has been investing for several years in the development of a new measurement system using GPS technology under industry body POSTAR. 

Over six years, £15m has been invested by the main Outdoor media owners and specialist agencies.  The new research's sample will be in line with population, both geographically and demographically and will increase incrementally by 5,000 every year until a sample of 25,000 has been reached.  It will cover roadside and transport at first, but will extend quickly to embrace retail and other formats hitherto not covered. 

Digital developments have prompted changes at RAJAR, including taking part of the survey online. RAJAR hopes this will serve to improve respondent representation and achieve more detailed platform listening data. Respondents will continue to be canvassed door to door, but given the option to report their viewing online. 

As audio streaming is growing, RAJAR will be working with the industry to create standards in measurement and reporting for streaming statistics. Ipsos MORI Media Cell are working towards capturing encoded broadcast on smart phone and tablet devices. 

RAJAR’s CEO, Jerry Hill (JH), who presented to RAG members in May 2011, believes that the addition of an online diary will improve its demographic representation and the offer of an online version is expected to extend its appeal to people who might have been put off by having to fill out a paper diary. 

For the first three quarters, July to September and October to December 2011 and January to March 2012, the online diary will be used by one sixth, or 16.7%, of all respondents. Should the rollout prove successful, from Q2 half of all respondents will use the online version.