11 November 2015 - Television audience measurement body BARB has announced a major step forward on Project Dovetail, its cross-platform measurement solution, with the agreement of prototype fusion contracts with Kantar Media and Nielsen. This coincides with BARB presenting the findings from a customer consultation at this month's annual ASI European Television Conference in Venice.
The consultation was designed to inform BARB's decisions about the tendering of contracts that will deliver its services until the middle of the next decade. The outcome confirmed that BARB's existing strategic objectives are in tune with the industry's requirement for robust, cross-platform measurement of television viewing.
Project Dovetail will deliver this through a hybrid measurement system that harnesses the complementary strengths of panel data and device-based data. The first step in the delivery of Project Dovetail was taken in September when BARB introduced the TV Player Report, which is the first joint-industry, audited measure of online TV viewing.
Lynne Robinson [pictured], Research Director of the IPA and BARB board member, said "Hybrid measurement is undoubtedly the way forward for BARB. However, the integration of new data sources has to be transparent, while there is the added complexity of making it work for a currency that delivers comprehensive data every day. These decisions will ensure that we evolve within a rapidly changing environment while delivering a stable audience measurement currency." More...