Digital players argue that they are pigeonholed by focus on ’broadcast-quality’ content
YouTube and Facebook have argued that a ‘one size fits all’ approach to TV measurement is hindering progress as the industry continues to clash on Barb’s role in the new media landscape.
Representatives from the platforms voiced their frustration at being blocked from involvement in a joint industry currency at an RTS event yesterday, after Barb ruled in April that it would not measure them unless they agreed to a strict set of guidelines.
Responding to the Barb consultation, a Google representative argued: “You can’t treat all platforms the same. They are different in the way people consume them, the data that is available, and from a privacy perspective. Measurement needs to reflect those differences.”
They said the platform has “a will” to be involved in TV currencies around the world, after Germany ratings company AGF agreed to integrate the platform into its measurement system.
But he added that if the industry continues to take a “one size fits all” approach, it is “never going to move on”.
A Facebook representative said the social network is interested in adhering to Barb principles of audited, transparent and independently measured data.
However, he said that the industry’s stance on only measuring ‘broadcast-quality’ content pigeonholes the platforms.
“Where do you draw the line in terms of quality premium content?” he asked the panel, to which Finecast chief product officer Rich Astley responded: “You can start with ‘Ofcom-regulated’.”
The Facebook representative argued that quality is a subjective measure as he urged the industry to come together to reach a solution rather than leaving the platforms out of the debate.
“There is a danger we get caught up in what you decide is a premium environment, which I disagree with,” he added.
He further indicated the industry “might need to be okay” with the fact that digital platforms and broadcasters will report metrics differently.
“Can you measure minute by minute, when we are by nature a second by second platform?” he asked.
The comments followed a debate in which Channel 4, Thinkbox and GroupM’s Finecast agreed that TV measurement should be limited to premium content to facilitate an even playing field.
Thinkbox research and planning director Matt Hill acknowledged that Facebook Watch and YouTube Premium are “more legitimate” services given their more premium nature, but added that due to their user-generated nature, they “shouldn’t be considered on a like-for-like basis”.
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