BARB SkyDigital Audience Data
The BBC is the most watched broadcaster in SkyDigital
homes, taking a 25.9 per cent share of viewing, according to the
first consolidated data on digital viewing to be released by BARB
today (17 November).
ITV takes second place with 23.8 per cent, with
Sky at 15.3 per cent.
The data, for the week ending 7 November, also
shows that BBC 2 is the only terrestrial channel to achieve a
viewing share higher in SkyDigital homes than all multi-channel
homes (7.1 per cent vs. 6.8 per cent).
The BBC's digital channel, BBC Choice, has the
highest weekly reach of all new digital services and has a higher
reach in digital homes than a number of more established channels
such as Sky News and Sky Sports 2.
POINTS TO
NOTE ON
BARB DIGITAL REPORTING
This initial reporting is based on 150 SkyDigital
households (approximately 420 individuals). Technical problems
preclude reporting of ONdigital viewing at this stage.
BARB has been more flexible on digital reporting
than it was when it began reporting analogue satellite ratings
(200 homes receiving a handful of channels) and also when cable
reporting began (300 homes). Instead of withholding publication
until the sample size increases further, BARB is recommending
"caution and discretion when interpreting viewing estimates
for digital households" (BARB Bulletin 3 November 1999).
Broadly speaking, this is because we cannot be sure how well the
reporting sample is fully representative of the digital viewing
universe.
The following points outline why this is the
case and may be useful should you be asked for views on the data.
BARB is only reporting viewing on the SkyDigital
platform. Viewing patterns in ONdigital homes are likely to be
quite different as far fewer channels and interactive services
are available. As the BBC's digital channels sit well down the
Sky EPG, the differential in viewing to BBC services between the
two platforms is likely to be disproportionately marked.
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