The new prototypes and data sources follow an invitation to tender issued by Barb in May 2024 that covered three components, including the design of a data fusion methodology to bring together panel data with return path data, first-party server data and broadcast video-on-demand (BVOD) census data.

The other two components covered in the invitation to tender include the development of software to process data according to the fusion methodology, to a schedule and on demand; and sources of TV viewing data, such as return path data and first-party server data, to fuse with and enhance the panel data.

Barb said it had now commissioned two new complementary sources of TV viewing data for the third component: return-path data from Sky set-top boxes in 900,000 UK homes, sourced by TVbeat, and return-path data from connected TV sets with hybrid broadband broadcast TV software in 26 million homes, sourced by TVA.

In addition, Barb has commissioned two prototypes to cover the first two of these components, one from Kantar Media and another from RSMB and Sopra Steria.

Both prototypes are expected to use the new sources of data together with Barb’s existing fusion of BVOD census data and panel data.

The latest developments will conclude the Barb Panel Plus tender process, and Barb will take a longer-term decision on the next phase of development at the end of this year.

Barb’s measurement of viewing of broadcasters’ video-on-demand services has been run by Dovetail Fusion since 2018, combining BVOD census data sourced from devices with data from Barb’s UK panel. Barb Panel Plus will build on and replace Dovetail Fusion.

Caroline Baxter, chief operating officer at Barb, said: “For the past seven years, we have harnessed the complementary benefits of big data collected from devices in conjunction with data sourced from our representative UK panel of households.

“By integrating further new sources of big data, Barb Panel Plus will enhance our audience measurement by improving data consistency, reducing zero-rated spots and facilitating insight into business outcomes for our clients.”