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The Viewing Report

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SUMMARY

This report investigates and highlights TV viewing behaviors in the UK: the enduring relationship between sport and television, how online and on-demand programs drive fragmentation, and thus, the need for standard audience data.

Kelly Cates, sports broadcaster for Sky Sports and BBC Radio 5 Live, gives an insider perspective on the long-lasting relationship between sport and television. Notably, there is growing coverage of women’s sports. In 2018, Sky covered the Netball Superleague, the World Rugby Women’s Sevens Series, and all five women’s golf majors. Sky plans to extend its commitment to covering women’s sports in 2019. The growing coverage of female sports has a cyclical effect of improving performance, increasing media coverage, and increasing female participation in athletics. As we look forward, how will broadcasters, sports leagues, and advertisers help advance women’s sports?

Emma Moorhead investigates the effectiveness of linear television. While media broadcasters relied on overnight viewing figures to plan television campaigns, recent viewing displacement has made this job difficult. Moreover, viewer impact measurements are different across media platforms. Television is measured by 30-second intervals, while online is measured by interactions without a time element. These differing viewing measurement standards make understanding viewing patterns across all screens and channels difficult. The importance of making progress in this space is highlighted by Becky Marvell of the BBC.

The media industry is in search of a single-source measurement of TV viewing that includes all screens and channels. In September 2018, BARB launched Project Dovetail, a multiple-screen program rating tool, which explores how programs are viewed across TV sets, PCs, tablets and smartphones. How do these insights affect a media business’s initiatives? Ultimately, advertisers should understand the value of each device. The outcomes are important; measurement connects exposure to value.

OUTLINE

Guest essays


New insight


2018 top ten


Updated insight

 

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
The Viewing Report
Region
Global
Published
May 30, 2019
Publisher
Barb
Author(s)
Kelly Cates, Emma Moorhead, Becky Marvell
Price
FREE
Language
ENGLISH

Content

Number of Pages
30
Number of Tables
2
Number of Exhibits
30
Topics
iot, mobile
Tags
Barb, broadband, broadcast, consumer survey, media, TV, uk
Author(s)
Kelly Cates, Emma Moorhead, Becky Marvell
Methodology
This report uses BARB-developed techniques to report the use of broadcast video on demand services on TV sets, tablets, PCs and smartphones.
EVALUATION

This journalistic editorial offers key insights into the viewing behaviours of the UK, yet these insights can also be applied to media broadcasters and businesses around the world.

This editorial on modern media is insightful and offers engaging examples. The editors challenge the evolution of media practices, processes, and platforms. The publishers excel in organizing a powerfully connected editorial. Articles outline change in sports broadcasters, viewing audience data, and universal programme ratings.

Pros

  • Eye-pleasing graphics
  • Plain English
  • Effective visual information

Cons

  • Data is limited to the UK

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