Increasing viewer control – advancements in BARB measurement

Bjarne Thelin and Tony Wearn
BARB: Broadcasters' Audience Research Board Ltd, United Kingdom


As we look ahead in the field of television audience measurement we can see great challenges. It seems clear that markets around the world will need to adapt audience measurement systems to reflect changes in the consumption and distribution of television content. Change tends to be a gradual process but the speed of change can mean that a series of minor effects can compound to create a sizeable transformation within a short period of time. When potential for change is identified the early assumption is that it will be quicker and more dramatic than in fact transpires.

Technological developments across the past decade have seemingly placed television on the edge of a revolution and as time moves on it does seem that that revolution is increasingly imminent.