The upgrade will also cover viewing on PCs, tablets and smartphones and will allow Barb clients to carry out longitudinal analysis across all services and platforms.

BVOD, SVOD and device viewing data dating from 29^th November 2021 is available on the API, with linear television viewing data already included.

The API was launched by Barb in January 2023, with three endpoints reporting linear viewing – programme audiences, advertising spots and impacts by time segments – which can be analysed for all Barb-reported linear channels daily by region and demographic.

The API is free to access for Barb underwriters and clients with a full license and was developed by Blue Hat Associates based on a specification produced by Barb and Coppelia Machine Learning & Analytics.

Jim Jarrett, head of research operations at Barb, said: “We developed our API in response to the demand from our clients for flexible access to and manipulation of our viewing data using their own tools, and this upgrade provides both more data and versatility in how clients can use our data.

“We’re delighted that the API is already being used by Barb underwriters, including the BBC, ITV and Channel 4, agencies such as EssenceMediacom and All Response Media and media companies like Fremantle, News UK and MIQ Digital and encourage more clients to use it and give us feedback so we can continue to build it further.”