Sustaining the gold standard 25 February 2015
Online TV viewing in context October 2014 Number of requests (millions) 187 All 182 178 168 computer 162 155 devices 151 150 149 148 144 144 142 136 136 128 128 126 126 125 124 115 115 123 122 113 113 121 111 111 107 116 107 115 108 5.4 billion 97 97 94 94 93 93 98 88 88 87 87 86 86 viewings of 82 82 80 80 77 77 75 75 71 71 BBC TV 70 70 68 68 66 66 65 65 65 65 63 63 63 63 programmes 54 54 Tablets & 44 44 42 42 38 38 Smartphones 34 34 27 27 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 Jul-14 Oct-14 Source: BBC iPlayer Performance Pack Data incomplete for Aug & Sep 14
Providing a trusted currency Supporting £7bn of investment ‣ Trading currency or planning ‣ currency? Dynamically inserted advertising ‣ Standards of data collection & ‣ reporting Daily data delivery ‣ The importance of transparency ‣
JICS & the market Handling uncertainty
Defining our scope Who is watching? ‣ What are they watching? ‣ When did they watch? ‣ Which screen did they watch on? ‣ How did the content get to the screen? ‣
Definition of viewing periods
A vision for cross-platform reporting Future possibilities for audience composition analysis TV Screen Laptop/desktop Tablets/Smartphone Live On Demand (<7 days) On Demand (8-28 days) On Demand (Non-linear)
BARB panel capabilities On demand On demand On demand Live <7 days <28days Non-linear Partial collection ✅ ✅ ✅ TV Screen Not reported Software meter deployed TBC Laptop/desktop PC Yet to be reported Software meter deployed Tablets Yet to be reported Software meter proposed Smartphones Early phase testing
Working with other data sources Device-based data from web servers ‣ & set-top boxes Robust measurement of long tail ✓ ‣ But who is watching? ‣ Comprehensive coverage of TV ✗ ‣ Who owns it? ‣
Project Dovetail - The Hybrid Future Device-based data BARB panel data Granular detail of exactly Context of who is doing what’s been delivered the watching & coverage Full cross-platform reporting
Delivering Project Dovetail ‣ Deploy software meters in our representative panel ‣ Generate device-based data - Metadata tags from web servers - Return path data from set-top boxes ‣ Develop prototype fusion ‣ Beta reporting
Generating web server data Deploy SDK in TV Player apps ‣ Independent audit of system design ‣ and implementation Parallel encoding from ad server ‣ partners Heartbeat definition is essential to ‣ standards
Standardising audience metrics JICWEBS ratification of average ‣ programme streams Principle of average duration audience ‣ Average commercial streams is next ‣ Consistent with TVR measurement ‣ Facilitate reach & frequency calculation ‣ for planning purposes
Getting it right for the future Fast or right? ‣ Dealing with economists ‣ Collective values of the industry ‣ Supporting £7bn investment ‣
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