LONDON - Following reports that ad-break viewing (as opposed to programme viewing) will be introduced later this year in the US by Nielsen Media Research [WAMN: 12-Jul-06], its UK equivalent BARB (Broadcasters' Audience Research Board) lost no time in reminding the planet that measurement at this level has been the norm in the UK for over twenty-five years.

BARB's definition of viewing, more correctly 'opportunity to see', is based on a person's presence in the room with the TV-set switched on. Viewers leaving the room deregister their presence, and reregister on re-entry. Such 'people data' are aligned with that from the TV equipment to produce viewing data by demographic groups.