An industry currency for the online era

October 24th 2018

Why BARB exists

Joint industry currency principles underpin our work We are independent, objective, transparent and

accountable

BARB ratings support £7.5bn investment We deliver comparable performance across all

reported channels, every day

Our strategic priorities

The rise of BVOD services How to report multiple-screen audiences

The rise of unidentified viewing How to report platforms that choose not to

be reported by BARB

New commercial formats Dynamic ad insertion

Average audience for Episode 4

Source: BARB, All individuals 4+ * Includes VOSDAL and on-demand viewing on day of linear broadcast, and viewing of the linear repeat on October 12th

Anatomy of a programme audience

On demand pre-broadcast

(Sep 15th-Oct 5th 2018)

Live viewing (Oct 6th 2018)

On-demand and timeshift within 7 days* (Oct 6th-13th 2018)

2.48m

2.26m

3.87m

TV sets

TabletsPersonal computers

Smartphones

TV set audience = 7.83m Device uplift = 9.8%

Total = 8.60m

Not all programmes are the same

Programme Channel Date

Average audience (Consolidated 7-day)

TV setTablets, PCs and

smartphones Uplift

World Cup 2018Semi-final: Croatia v England ITV Jul 11th 2018 20,730k 337k 1.6%

Quarter-final: Uruguay v France ITV Jul 6th 2018 4,130k 219k 5.3%

Live Premier League

Manchester United v Tottenham

Sky Sports

Aug 27th 2018 1,073k 92k* 8.6%

Tottenham v Liverpool Sep 15th 2018 533k 53k* 9.9%

Southampton v Brighton Sep 17th 2018 357k 23k* 6.4%

Entertainment

Love Island ITV Jul 15th 2018 3,935k 961k 24.4%

Great British Bake Off Channel 4 Sep 11th 2018 8,574k 331k 3.8%

Strictly Come Dancing BBC 1 Sep 29th 2018 9,789k 151k 1.5%

Drama

Bodyguard BBC 1 Sep 23rd 2018 14,335k 865k 6.0%

Coronation Street ITV Sep 26th 2018 7,354k 139k 1.8%

Strangers ITV Sep 24th 2018 5,550k 104k 1.9%

* Now TV is included in Sky’s TV set audience figures, but not other devices. Sky Go viewing figures currently exclude PCs.

Source: BARB, All individuals 4+

Unidentified viewing is growing rapidly

Source: BARB Unidentified viewing includes 29+ day timeshift and viewing non-broadcast material such as box sets, SVOD services and computer games

Jan-Sep 2015 Jan-Sep 2016 Jan-Sep 2017 Jan-Sep 2018

190201209212

554447403430

Unidentified viewing8-28 day timeshiftLive & 7-day timeshift

Average daily minutes: All individuals 4+

+57.6% vs 2015

This is particularly true for young adults

Jan-Sep 2015 Jan-Sep 2016 Jan-Sep 2017 Jan-Sep 2018

107122136142

44

44

69605143

Unidentified viewing8-28 day timeshiftLive & 7-day timeshift

Average daily minutes: 16-34 year olds

+61.1% vs 2015

Source: BARB Unidentified viewing includes 29+ day timeshift and viewing non-broadcast material such as box sets, SVOD services and computer games

Cooperation enables fuller reporting

Episode 1 Episode 2 Episode 3 Episode 4 Episode 5 Episode 6

On demand pre-broadcastLiveTimeshift (excl Sky On Demand)On demand post-broadcast

Source: BARB, All individuals 4+ Timeshift and on demand post broadcast until May 2nd 2018

Average audience (TV sets only)

2.22m 2.19m 2.06m 2.03m 1.89m 1.94m

1.15m 1.32m 1.43m 1.47m 1.62m

New measurement technologies are available

Nielsen is reporting data in the US We have commissioned Nielsen to build a beta panel of

150 homes in the South of England

Kantar’s router meter is being installed in some existing panel homes

Testing capabilities and effect on participation rates

Router meters have the potential to deliver… …precision on source of distribution

…a measure of how people watch on smartphones …aggregate viewing levels for SVOD services and other

online platforms

An industry currency for the online era

October 24th 2018