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The UK’s BARB (Broadcasters’ Audience Research Board) has awarded media intelligence firm Kantar Media the Dovetail Fusion Contract. Kantar Media already collects and reports census data for online TV viewing in the UK across all devices through the BARB TV Player Report. Dovetail Fusion will turn this device data into the people data that the industry is accustomed to receiving from BARB, enabling the industry to evaluate the total reach and audience of programmes and campaigns across platforms.
The announcement follows a rigorous process initiated by BARB in November 2015 and involved developing a prototype fusion solution which was then independently assessed.
“Dovetail Fusion is arguably the most radical measurement innovation ever introduced to the UK TV ecosystem,” commented Margo Swadley, UK Managing Director for Audience Measurement at Kantar Media. “It is a hybrid approach that for the first time in the UK will bring together industry-wide TV panel and census data. We greatly appreciate the confidence BARB has put in Kantar Media to deliver the next stage of its ambitious strategy and are delighted to be working with the industry on the delivery of this pivotal project.”
Project development for Dovetail Fusion begins in March 2017 and is scheduled to complete for launch in March 2018.
“Dovetail Fusion will deliver the cross-platform viewing currency that our customers want,” commented Justin Sampson, Chief Executive of BARB. “The daily challenges of delivering television audience measurement require a sophisticated methodology and the prototype development phase has been a critical part of the due diligence that’s necessary for BARB to meet the exacting standards that are expected of us. We’re excited to now move into full development.”
Since being awarded the BARB PeopleMeter contract in December 2007, Kantar Media has continued to evolve in response to BARB’s clients needed whilst ensuring the accurate ratings that underpin robust currencies are maintained. The Dovetail Fusion contract will leverage Kantar Media’s data science, operations and field teams to deliver the gold-standard currency as Project Dovetail becomes a reality.
Kantar Media conducts TV measurement services in over 55 markets worldwide. This latest announcement follows renewals and new contracts secured in Turkey, Norway, Denmark, Netherlands and Thailand.