In a bid to bridge the gap between Wi-Fi-based viewing and TV set reporting for YouTube audiences, BARB, alongside research partner Kantar Media, has announced its new TV joint-industry measurement system – a first for the industry.
The 200 initial partners cover a variety of verticals including Sports, Kids’ Content and Entertainment, featuring MrBeast, Bluey, FIFA, Fox News and Universal Pictures. These were selected in partnership with SeeViews, based on volume of viewers and brand safety adherence.
ACR (Automatic Content Recognition) detects and matches audio to any of the 200 channels when viewed, while Wi-Fi router meters detect channel URLs when accessed by BARB Panel members. BARB’s new weekly YouTube report also contains a demographic profile per channel alongside the standard reach, minutes viewed and share of total identified viewing.
This further highlights the expanding world of ‘TV’, with set-top viewing of YouTube now reported in tandem with linear and video-on-demand content.
