Overnights

Television is trying to keep advertisers happy and out of the clutches of its online competitors. But, with the growth of streaming services such as Netflix, totting up who watches TV, and when and where, is becoming a complicated business.

This is the key data that advertisers want and which ratings body Barb is doing its utmost to provide, according to CEO Justin Sampson. He was part of a panel at an RTS early-evening event that drew a capacity crowd to The Hospital Club in late October.

Ever since TV technology made it possible to measure overnight ­ratings, there have been some in the industry who wish it hadn’t. Programme controllers and advertisers have been accused of not giving new dramas or comedies or entertainment formats enough time to establish themselves. Journalists are blamed for rushing to judgement with headline-­grabbing claims that can damage a programme’s prospects.