9 AUG 2021

Uk has A Four-Screen Viewing Audience Measurement

Since January 2020, the Broadcasters' Audience Research Board (BARB) has reported reach and time spent viewing across TV sets, tablets and PC. Now, it launched a total four-screen viewing with the inclusion of smartphones.

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Since January 2020, the Broadcasters' Audience Research Board (BARB) has reported reach and time spent viewing across TV sets, tablets and PC. This total three-screen viewing has been reported on its website alongside consolidated seven-day TV set viewing. Now, BARB launched a total four-screen viewing with the inclusion of smartphones.

BARB said that extending its reporting of reach and viewing time to smartphones builds on its established census-level reporting of broadcaster VOD viewing across all four devices. According to the audience research outfit, the extension had been made possible by router meter technology being installed in their panel homes.

“Using the Dovetail Fusion process, collecting smartphone data from our panel means that we can now report on people rather than devices, so reach and incremental reach are now supported as well as reporting demographic profiles of the smartphone viewing audience,”  the company said.

For example, BARB discovered that ITV2’s “Love Island” delivered the largest smartphone audience for the week commencing July 5. Episode 10 delivered a four-screen total audience of 3.8 million Individuals 4+, and 10.7% of these viewed on a smartphone. Of the 412.000 viewers on smartphones, 46.6% were aged 16-24 and 75.8% of viewers were female.

On the same day, ITV broadcasted the semi-final of the Euro 2020 tournament between England and Denmark, which delivered an audience across four screens of 18.3 million. Device-viewing contributed over 660.000 viewers to this total, and smartphones were the second-most popular non-TV device with 213.000 viewers, 35.0% of the device total.