The UK’s Broadcasters’ Audience Research Board (BARB) and its Indian technology partner TNS are considering implementing Arbitron’s Portable People Meter (PPM) system to measure television viewing on new platforms including out-of-home. The PPM would be integrated with the existing fixed metering that TNS operates in sample homes across the UK  on behalf of BARB. It would add measurement of out-of-home, PC, portable and other TV platforms to the current metering of in-home viewing on conventional sets, covering the same households that are monitored in-home.

“If Barb choose to progress with the new system, it could be phased into the initial measurement system, but only after completion of extensive testing and parallel tracking, and only following full industry consultation,” said TNS.

If the People Meter is taken up by BARB, the addition of out-of-home viewers to programme ratings could have some surprising results. For example, British football’s Premier League has pointed out that apparently disappointing viewing figures for November’s big Manchester United-Arsenal match – which drew only 8m in-home viewers worldwide – could be much enhanced if out-of-home viewers were included too, as many people watch football in pubs, sports bars and the like.

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