Tech Desk
Jul 29, 2024
Apple is seemingly been in discussions with the UK's Broadcaster's Audience Research Board (BARB) to discover the essential data collection techniques for monitoring advertising results.
Currently, BARB offers viewing statistics for significant UK networks including the BBC, ITV, Channel 4, and Sky, along with Apple TV+ programming.
These new discussions indicated that the Cupertino-based tech giant, Apple is planning to implement an ad-supported tier on its streaming service, similar to moves made by competitors such as Netflix, Disney+, and Amazon Prime Video.
However, BARB already monitors seeing time for Apple TV+ content, additional techniques are needed to track advertising metrics accurately. This data is vital for advertisers to assess the reach and effect of their campaigns on the platform.
Additionally, Apple has purportedly held similar discussions with ratings organisations in the United States.
Read more: Get three months of free Apple TV+ with Twitch subscription
Apple has already added restricted advertising in its live sports events, like last year's Major League Soccer coverage, where ads were combined even for Season Pass holders.
Noteworthy, in March, Apple hired Joseph Cady, a former advertising executive from NBC Universal, to bolster its video advertising team.
Competitors such as Netflix and Disney+ have successfully released lower-cost, ad-supported tiers, which have helped them attract additional subscribers and boost revenue.
For instance, Netflix recently reported record revenues, partly due to a 34% increase in subscribers to its ad-supported tier. It's a push towards an ad-supported tier comes when Apple is reportedly reducing its spending on Apple TV+ content after investing over $20 billion in original programming.
