Posts Tagged ‘BARB’

WHY DO WE NEED BARB? SIGH!

October 16th, 2012

I was fortunate enough to attend Mediatel’s Media Playground last week and enjoyed the lively debates, especially around the new screen opportunities and the value of data. Unfortunately, I arrived late, and so the Screen panel session was already in full swing, and as the room was packed full of delegates, I had to sidle my way to one of the few vacant seats, right on the front row.

That wouldn’t have been too much of a problem except, not long after I sat down, the debate shifted to the perennial topic of why do we need BARB? Apparently, I sighed very audibly (thanks for pointing that out, Rhys!) which prompted a ripple of laughter.

As it happens, I was sighing because I’d just realised I’d left my mobile phone at home, but my opinions are apparently so well known that it was easily misconstrued: which is fair enough, because if I hadn’t been so pissed off about my iphone, I’m sure I would have sighed, if not wept tears of frustration. I’ve heard so much recently about BARB’s irrelevance to the digital media landscape of today that I feel I ought to add my voice to the case for its defence.

  1. BARB is an accepted currency. It is rare that we get the advertisers, agencies and media owners all in agreement, but the structure of BARB is such that they all have a stake in its development and implementation. A £3bn market needs a recognised currency, which is why the online industry is doing its best to replicate BARB via UKOM.

 

  1. BARB stands alone. One of the frustrations of online research and analytics is the plethora of data sources, meaning buyers and sellers can pick and mix the data that most suits them. It creates confusion, contention and conflict, rarely to the satisfaction of either party.

 

  1. BARB is constantly reviewed and quality controlled, so that the recruitment, measurement and analysis of the data is all conducted to the highest standards and the accuracy and consistency of the data is optimised. Having sat on more BARB committees and working parties than I care to remember (the Rim Weighting Working Party still gives me nightmares, twenty years on!) I can vouch for the huge amount of work that goes into ensuring the quality of the outputs.

 

  1. BARB is highly representative of the whole of the UK population, not just the online population – or worse, the tiny percentage of the population that decide to take part in online surveys.

 

  1. BARB measures people, not clicks. As such, it enables us to understand the profile of an audience, measure reach and frequency of campaigns and track individuals’ viewing over time; all hugely important for a display medium like television.

 

  1. BARB measures behaviour, not attitudes or estimates. The people meter methodology means respondents aren’t asked to recall their viewing or to record attitudes or perceptions; both of which are subject to inconsistencies and mistakes. It merely asks them to press a button whenever they enter or leave a room when the TV set is on (and BARB coincidental surveys indicate they do that accurately).

 

  1. BARB stands up to rigourous comparison with other respected data sources. For example, the IPA Touchpoints survey regularly shows a 99%+ correlation with the comparable BARB data, despite being measured via a different methodology.

 

  1. BARB is fit for purpose. Although it has been criticised for being slow to measure new forms of viewing, such as on demand, and cannot be deemed reliable in its measurement of individual programmes on the smallest channels, it measures the bulk of TV viewing accurately and reliably. It was interesting in the Screen debate that there was also a complaint from the on demand aggregators that BARB doesn’t measure their output yet (although plans are being developed), which kind of suggests even they see the point of BARB really.

 

The most common criticism of BARB from the online industry is that a sample size of 5,000 is almost archaic in the age of big data. Such complaints display ignorance in themselves; BARB’s sample size is over 12,000 people in more than 5,000 households. It is enough to provide an accurate and consistent measure of most TV viewing, certainly the viewing which attracts the vast bulk of TV revenues.

This is not to say that BARB shouldn’t evolve to match the changing demands of the digital media landscape, but so far it has managed pretty well. The main criticism is that it has been slow to measure on demand viewing via other screens, but this still accounts for less than 3% of total TV viewing, so it has not been a priority until now.  That said, BARB is already moving away from its core objective of ‘measurement of in-home viewing via the TV set’

I think, over the coming years, we can expect to see BARB measure more forms of TV viewing, wherever they occur. In order to keep up with the viewing shifts that are constantly evolving, we can also expect to see it fuse or merge with third party data – perhaps from server data or separate research studies – to provide a ‘Silver Standard’ service for the less mainstream forms of viewing.

What we won’t see in the foreseeable future is a rival service based on ‘big data’ and very different methodologies. There has been talk recently of social TV services such as zeebox providing alternative viewing measurement based on possibly hundreds of thousands of contributors. Good luck with that, I say, but until such a service can address the points I have raised in the case for BARB’s defence I think we can safely say that it will be around for quite some time to come.

Is TV Viewing Beginning to Plateau?

January 13th, 2012

MEDIATEL
BLOG

IS
TV VIEWING BEGINING TO PLATEAU?

One of the most notable media phenomena of the twenty
first century so far has been the inexorable rise of television viewing.
Despite all of the disruptions that TV was expected to suffer – as a result of DTRs,
search, online viewing, social media, wireless broadband, smartphones,
connected TVs and the rest – the net result has been a consistent rise in
viewing to TV (and, especially, TV commercials), both via the TV screen and via
other devices.

Average hours of viewing to TV, as measured by BARB
(therefore excluding viewing on other devices) have increased every year so far
this century. The average individual now watches more than four hours of TV
every day and total TV viewing has increased by ten per cent on levels a decade
ago. Commercial viewing has risen even further and the amount of viewing to TV
commercials, at normal speed, has
risen by almost a quarter in the last five years alone.

Just how long can this continue? The latest data suggests
TV viewing may be close to reaching a plateau and the new forms of viewing –
such as via internet or mobile phones – are also experiencing a slowdown in
their rate of adoption.

In the first nine months of this year, total TV viewing
levels are up less than one per cent on last year, suggesting 2011 could show
the flattest year on year viewing performance since the 1990s. Commercial
viewing is up five per cent, although this has largely been driven by digital
switchover, which is almost complete. Although even the current figures are
well ahead of any of the predictions from ten years ago, all the signs are that
TV viewing has reached saturation point, or is not far from it.

Even the new forms of viewing, which have risen exponentially in line with total viewing, are
beginning to see some slowdown. The latest BARB Bulletin shows claimed viewing
via internet and via mobile phones. The numbers of people engaging with both is
increasing, but the underlying numbers look less impressive than we might have
expected.

Let’s take viewing to TV via the internet. In total, 36.2% of the UK population have watched some TV this way during November 2011,
up from 34.4% at the same time last year – an increase of five per cent. Mobile
phone access to TV content has been tried by 7% of individuals in November this
year, up by two fifths on the 5% last year.

So, theoretically, these new forms of viewing should keep
TV viewing levels on the rise, even as BARB-reported viewing begins to level
off or even decline. However, if we look beyond the headline numbers, internet
and mobile TV viewing levels are less impressive than they first appear. That
is because the numbers of regular users are not neccessarily rising in
proportion.

Normally, when a new technology is adopted, the increase
in total penetration is soon overtaken by the increases in the numbers of loyal
or regular users, as the activity takes hold. In the case of TV viewing by
internet, the increase in weekly and monthly users is rising no faster than
total penetration. T   mhe number of
weekly users has only risen by three per cent across the year. For TV viewing
by mobile phone, the number of regular users is outstripping total users – just
– but given smartphone penetration is well over fifty per cent by now, total
user penetration of just 7% (and less than 3% using weekly) is not terribly
impressive.

Given that digital switchover is almost complete, pay TV
is almost at saturation point and most of the new technologies that have
affected TV viewing are already well-established by now, perhaps it shouldn’t
be a surprise that TV viewing is also reaching saturation levels. There are
only so many hours in the day for us to engage in any media activity, and TV’s
ability to eat up an average four hours per day of our time has been
astonishing.  Still, all good things come
to an end and in the current age of austerity, maybe a plateau is not such a
bad thing anyway!

What are we reaching for?

September 12th, 2011

A Thinkbox blog by David Brennan for Brand Republic

March 1 2010

 

I attended the Mediatel ‘Future of Online’ seminar recently, where much was made of the launch of UKOM, the online industry’s attempt to get a measure of exposure and reach with the aim of attracting more brand display revenues. It has been a tortured process.

Now, this may seem strange, given that TV achieves levels of reach that other media channels can only dream about, but I think we need to think beyond exposure and reach in terms of planning integrated media campaigns.

Yes, I know that commercial TV delivers nearly three quarters of the UK population every day and well over 90% every week, across the vast majority of target demographics, but comparisons with other media based on such data disguise the real impact each medium creates. This camouflage comes from the media measurement systems themselves.

All of the main metrics – reach, frequency, impacts, impressions, ratings – are based on the concept of opportunity to see/listen/read, and yet the difference between opportunity and delivery will vary hugely depending on the media measurement vehicle.

TV measures the audience in the room whilst the set is on, minute by minute, so that we can be confident that all of those featured in the measurement will have had some exposure, even if they had their backs to the screen – especially as BARB carries out coincidental checks to make sure who is reported to be in the room at any moment in time is in fact present.

Press readership, meanwhile, is based on anybody who has spent at least two minutes reading or looking at any printed copy in the past 12 months, whether or not they even opened the page on which the ad appears; consequently, actual exposure to the ad itself requires a much greater leap of faith.

My understanding is that online ‘reach’ will fall somewhere between these two extremes. My point is that, when these reach numbers are placed in a media plan, they are generally considered to be equivalent in value and impact.

Results from a really interesting study by the Television Bureau of Canada helps to put some of this disparity, or false equivalence, into perspective. They observed people watching TV, reading newspapers, listening to radio and interacting online in as natural a context as possible. They used a wide range of biometric and cognitive measures, including eye tracking, in order to determine how long each ad was ‘processed’. On average, the TV advertising generated more than three times the engagement of radio ads (and, possibly connected with this finding, almost three times the next day adjusted recall levels). TV ads achieved 40% more next day recall and 80% more engagement than online video (via pre-rolls). TV delivered five times the next day recall and twelve times the visual attention of online display in general. Against press, meanwhile, TV achieved more than five times the total advertising engagement.

The problem with the media measurement vehicles is that they cannot account for these differences in engagement, attention or recall, and so if an overall reach figure is achieved from a mix of media channels, it will treat them all as equal. There is nothing quite like a spreadsheet for providing the appearance of consistency and equivalence, however what happens in the lives of the consumers they reach, and the brands advertising in those media, will provide a very different story.