Monday, 26 January 2009

On-demand adds to TV viewer figures

I read an excellent article from Julian Clover of Broadband TV News over the weekend about how on-demand TV is reinterpreting broadcasters’ approach to measuring viewer figures.

According to Julian’s insight, since the on-demand measuring system Unitam, for digital cable and satellite channels, was rolled out in 2006, on-demand data now contributes significantly to broadcasters’ performance figures. Meanwhile, BARB data has revealed that the number of hours we spend watching the fixed TV has dropped.

What’s more interesting, it’s said that multichannel broadcasters like Sky are benefiting most from these new consolidated viewing figures from BARB.

Julian also points out that the new figures make ITV2 and ITV3 as the most watched individual channels partly because of a successful cross promotion and a wider reach through Freeview DTT platform.

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