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A question about BARB - consolidated viewing figures
Polly_Perkins
Posts: 21,743 Forum Member
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This discussion has probably come up before but I wondered how important the BARB consolidated figures are compared to overnights.
I noticed looking at the data that a show like Dallas manages about 392K at 10.55pm on Channel 5 but then once the BARB data is in, it is just over a million viewers.
That seems like quite a jump but does it mean anything?
I assumed that it came down to live viewing on a channel like 5 to keep the advertisers happy.
Is BARB data pointless for a commercial channel?
I noticed looking at the data that a show like Dallas manages about 392K at 10.55pm on Channel 5 but then once the BARB data is in, it is just over a million viewers.
That seems like quite a jump but does it mean anything?
I assumed that it came down to live viewing on a channel like 5 to keep the advertisers happy.
Is BARB data pointless for a commercial channel?
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Comments
Remember that the consolidated figures include time shift, and on demand.
Timeshift has the same chance of missing the adverts as watching live (remembering you can pause/ff/rewind on most PVR's whilst watching "live"), and on demand on most of the commercial broadcasters includes adverts inserted before/during/after the actual feature.
I always assume that the majority of the added viewers come from DVR as I understand it ondemand is popular but not as big as DVR.
I always fwd though adverts on DVR.
Anyway I guess what I'm getting at is there seems to be a large spike in BARB figures for a show like Dallas. Would that have any impact on decision making?