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As the ways we consume TV continues to diversify, the need for consolidated metrics gets ever more urgent


From on-demand and catch-up TV to the rise of on-the-go via smartphones and tablets, our telly-watching habits are changing. But despite this, we still love to gather round the box with friends and family. Research last year from the Broadcasters’ Audience Research Board (Barb) revealed that the majority (86%) of TV programmes in the UK are still watched on a TV. So for advertisers wanting to reach a mass market audience, it’s still pretty much business as usual.


But what about the brands that want to reach the 15% or so who don’t do gather round the television? This is a group that’s typically affluent and young, but also hard to reach.


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