Tick-tock: Has time run out on TV measurement?
As our world has digitised and fragmented, Barb, the UK TV industry’s standard for understanding what people watch, has made great strides in its reporting. It is the first service in the world to attract the active involvement of streamers and has delivered under-the-bonnet improvements that harness the power of panel data and big data.
We gathered a leading panel to discuss who, if anyone, is still watching TV and whether the TV sector can still accurately measure viewing. Are advertisers, media agencies and the wider industry still interested in what we watch?