Barb: PC meters for online TV ratings viable

The Broadcasters’ Audience Research Board (Barb) has said that its field test of a new meter that tracks TV watched through a PC or laptop has shown the system could be a ‘viable’ way of measuring the medium.

Barb announced the test panel of 75 homes equipped with meters supplied by Kantar/TNS in June this year, making the UK the first country to test the technology.

The TV ratings body said that “early indications suggest the technique could be viable” but warned that there are “many issues and questions to probe” as the project progresses.

Barb expects the test panel to operate until March 2011.

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