Thursday, February 22, 2024

BARB Launches Viewing Information API, Suggests YouTube Measurement


UK measurement physique BARB at the moment launched an API for purchasers to entry viewing knowledge.

The API contains three sorts of linear knowledge: programme audiences, promoting spots and impacts by time segments. The info units cowl all BARB-reported linear channels every day, by area and demographic.

The info begins from January 2020 and can be up to date day by day, consistent with BARB’s regular supply schedules. BARB and Clearcast additionally present programme and industrial metadata for the API, the corporate mentioned. The beta model is free to entry for BARB underwriters and purchasers with a full licence.

Will probably be additional developed over 2023, with plans so as to add knowledge all year long. BARB additionally advised increasing the API to include viewing on PCs, tablets and smartphones, in addition to non-linear viewing on VOD and video-sharing providers.

“The BARB API is an revolutionary resolution that has been developed in direct response to the demand from our purchasers for fast, simple and versatile entry to and manipulation of our viewing knowledge by way of fashionable software program instruments,” mentioned BARB Head of Analysis Operations Jim Jarrett. “We hope that lots of our purchasers will use the API and provides us suggestions, in order that we are able to construct on and enhance it over the course of the following yr.”

Counting streams

As well as, BARB has reportedly approached YouTube to enroll within the measurement service. The transfer would see BBC, ITV and Channel 4 exhibits streamed on YouTube included within the viewing figures.

The proposals would solely cowl professionally produced movies and content material underneath editorial management, consistent with final yr’s session into extending BARB reporting to all “TV-like content material”.

In 2018, YouTube utilized to BARB however was rejected on model security grounds. “BARB solely reviews audiences for providers that function inside regulated and, due to this fact, brand-safe environments,” mentioned BARB Chief Govt Justin Sampson.

However the development of YouTube as knowledgeable distribution channel, in addition to the proliferation of promoting on the platform, has made its viewing figures related to entrepreneurs.

The measurement physique already reviews the likes of YouTube and TikTok at a service stage, counting complete time spent throughout these platforms somewhat than viewing knowledge for particular movies. Video-sharing providers account for roughly 17 p.c of complete viewing share, in keeping with the newest BARB figures.

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