Kantar Media awarded contract to deliver UK cross-platform TV viewing currency

Award-winning data science capabilities will deliver the prestigious BARB Dovetail Fusion Contract for the UK’s Gold Standard in TV audience measurement

London, 20 February 2017 – BARB (Broadcasters' Audience Research Board) has awarded 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 this year and is due 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.

Notes to editors
  • The new ways in which video content is delivered and consumed are opening up new sources of data and require new measurement technologies. This is an exciting challenge and Kantar Media is please that BARB has placed its confidence in us to work with them to deliver the data fusion required to fuel the gold standard UK TV audience measurement service at a time of exciting change.
  • Kantar Media is committed to working with BARB and its stakeholders to continue developing compelling and rigorous solutions to ensure the service continues to meet the highest standards. 
  • Since being awarded the BARB PeopleMeter contract in December 2007, the core panel has evolved continuously in response to changes in TV viewing behaviour. Kantar Media has developed and deployed a series of service enhancements including:
    • Meter technology to measure viewing on PCs and Macs (2012)
    • Provision of time shift viewing up to 28 days after the original transmission (2013)
    • A solution to measure viewing on tablets (2014)
    • Census level broadcaster player measurement (2015)



Related Pages

Banner image for Cross Media
Audience Measurement
Read more