ASSIGNMENT TASK 2B: Audience Research

BARB, which stands for Broadcasters Audience Research Board, are a service which calculate the viewing figures of television within the UK, who develop new ways of measuring what we are watching and when. 

 

What are return path data services? – This is a way of measuring the viewer’s television activity – such as when and what they are watching. Highly accurate information is fed back through the return path data services, which is then analysed to help a number of different things, such as advertisers and the business decisions they make, as through this service, it informs them of anything they could improve on. This is a way of targeting a specific audience/customer, as knowing what the viewer is watching can help advertise specific things which would be attractive for the viewers of the channel in question.

How does a TV ratings panel work? – In each home, there is a Kantar Media People Meter attached to the TV set, which measures what content/advertising is being watched and who is the household is viewing. This meter does two things – what is being viewed, whilst the handset is used to show what household member is in-front of the TV. The meter works by using sound. The audio signal is picked up by the Kantar Media Meter, and is sent to the Kantar Media office during the small hours of the night and the data is downloaded by a mobile network. The data is then released by using Infosys Plus. 

Another research agency like Kantar Media which provide data for BARB is IPSOS-MORI. Unlike Kantar Media, Ipsos are able to collect data from mediums other than television. For instance, they also can research and collect data about telephone, online, face-to-face, omnibus, mobile and postal. IPSOS-MORI has access to a range of data and services which cover different medium methods. This benefits BARB, as the IPSOS-MORI members are hugely experienced in lots of different fields. This makes it quick for the collection and delivery of the results collected and BARB receive these results within a 48 hour time frame. The service being as quick as it is helps as BARB can review the television viewings and make better business decision straight away.