barb bulletin 28

8/3/2019 BARB Bulletin 28

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ISSUE 28

SEPTEMBER 2011

BARB has been reporting UK television audiences since August

1981, providing the industry-standard audience measurement

service for television broadcasters and the advertising industry.

In this issue:

Analysis of Time-Shifted Viewing

BARB Establishment Survey Data

“The Bigger Picture”

BROADCASTERS’ AUDIENCE

RESEARCH BOARD LIMITED

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Time-Shifted ViewingAny non-live viewing to programmes that takes place within 164 hours (approx7 days) of the original broadcast is reported as time-shifted viewing. This includes

playback through PVRs, DVD-recorders or VCRs as well as via catch-up services avail-able through the TV.

Time-shifted viewing through TV sets has continued to increase in recent years (see Chart 1)and reached a new high in May 2011. During that month time-shift accounted for 9.1% of reported viewing, up from 7.1% in May 2010.

A substantial proportion of all 7-day time-shifted viewing actually takes place on the same dayas broadcast – 46% in May 2011. This is reported as VOSDAL (Viewing On Same Day As Live)and normally included as standard in reported overnight figures.

Charts 2 and 3 show how the proportion of viewing that is time-shifted varies by demographicgroup. Broadly speaking time-shifted viewing is a higher proportion of viewing for youngadults and ABC1s than for other groups. Time-shift viewing also varies widely by programmegenre. Chart 4 demonstrates this, based on data for May 2011. Not surprisingly newsprogrammes were only rarely time-shifted but for drama series time-shifted viewing accountedfor 20% of the total. Among individuals with a Sky+ PVR this proportion rose to 36%.

Chart 1 - Time-Shift as % of Consolidated Viewing%

Totaltimeshift

Source: BARB Network Individuals aged 4+, calendar months

10.0

9.0

8.0

7.0

6.0

5.0

4.0

3.0

2.0

1.0

0.0

VOSDAL

J a n 0 7 M a r

0 7

M a y 0 7

J u l 0 7 S e p

0 7

N o v 0 7

J a n 0 8 M a r

0 8

M a y 0 8

J u l 0 8 S e p

0 8

N o v 0 8

J a n 0 9 M a r

0 9

M a y 0 9

J u l 0 9 S e p

0 9

N o v 0 9

J a n 1 0 M a r

1 0

M a y 1 0

J u l 1 0 S e p

1 0

N o v 1 0

J a n 1 1 M a r

1 1

M a y 1 1

J u l 1 1



Source: BARB May 2011

Source: BARB May 2011

Chart 2 - Time-Shift as % of Total Viewing

Individuals

Children

Adults 16-24

Adults 25-34

Adults 35-44

Adults 45-54

Adults 55-64

Adults 65+

0 2 4 6 8 10 12 14 16

9.1

9.3

11.1

13.4

11.6

8.7

8.1

5.8

%

Chart 3 - Time-Shift as % of Total Viewing

Individuals

Adults

Adults ABC1

Adults C2DE

Men

Women

Children

0 2 4 6 8 10 12 14

9.1

9.1

11.5

7.3

8.7

9.4

9.3

%



Source: BARB May 2011, Top Ten Channels only

Chart 4 - Time-Shift as % of Total Viewing by Programme Genre

Drama Series

Soaps

Documentaries

Entertainment

Hobbies/Leisure

Cinema/Films

Sport

Childrens

Current Affairs

News

0 5 10 15 20 25 30 35 40

20

16

13

10

8

8

7

4

4

1

%

36

31

22

19

15

15

14

7

9

4

All individuals

Sky+ individuals



BARB Establishment Survey Data The BARB Establishment Survey provides data on population profiles and on theownership of television equipment. These are used as the basis for BARB universes,and for setting panel balance benchmarks. The survey is carried out throughout theyear across a sample of approximately 53,000 households annually.

A key trend evident in Establish-ment Survey data for recent years is

the increasing size of TV sets. In theyear to June 2005 the surveyreported that 8% of sets measured30 inches or larger; in the latest yearthis had increased to 43% (Chart 6).

Summary reports showing resultsfrom the Establishment Survey areavailable to all BARB subscribers,and can be downloaded in ‘.pdf’

format from the BARB website.

Chart 5 - % of TV Households With...

Digital TVDVD/Blue-ray Player

TV Recorder

PVR

VCR

DVD/R

2+ Sets

V. large screen (>40”)

HD reception

PC/Laptop

Broadband

0 20 40 60 80 100

20

46

18

16

60

31

%97% of households are TV Households

95

78

63

27

74

69

Source: BARB Establishment Survey, July 2010 - 2011

Chart 6 - Prole of TV Sets by Screen Size

50

40

30

20

10

0June 2005 June 2006 June 2007

Up to 19”

20”to 29”

Over 30”

June 2008 June 2009 June 2010 June 2011

46

11

44

48

4343

24

17

41

8

3839

323434

3533

32

43

30

27

Source: BARB Establishment Survey, annual data, , July 2004 - 2011

% Sets

Chart 5 shows a selection of Establishment Survey data, based on interviews carried out between July2010 and June 2011. Across this period, 95% of TV households claimed to have digital TV (via eitherterrestrial, satellite or cable), and PVR penetration reached 46%.



We always encourage feedback, so do tell us what you think,at [email protected] BARB, 20 Orange Street, London WC2H 7EF Telephone 020 7024 8100 www.barb.co.uk BROADCASTERS’ AUDIENCE RESEARCH BOARD

“The Bigger Picture” Here is an outline of what will be covered and considered at BARB’s industry briefingon 4 October. The presentations will be available at a later date on BARB’s website,www.barb.co.uk

The TV industry has been changing and there are new possibilities in audience measurement if the industry acts together to see the wider view.

What is a realistically achievable ambition for how panel and server data can relate to eachother? BARB has a vision for keeping measurement people-focused.

The industry runs the risk of being surrounded by separate stacks of data which cannot be

connected. BARB believes the time has come to join-up-the-dots to create “The Bigger Picture”but can the industry work together towards a more joined-up approach?

barb bulletin 28

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