Barb, the official source of TV viewing figures in the UK, has started reporting timeshift data for the first time.
The new reporting format will allow Barb to measure how TV viewing builds in the four weeks following broadcast, and is available in addition to the current Barb figures, which comprise viewing in the seven days after broadcast.
Barb said that 8-28 days timeshifted viewing data for all programmes and commercials broadcast during July reveals an additional 1.5% in total viewing – though seven-day consolidated viewing still represents over 98%.
“Change is all around us. Watching what we want, when we want has never been easier. Barb continues to innovate so that we can reflect all elements of modern day behaviour,” said Justin Sampson, chief executive of Barb.
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