Apple has held talks with the UK’s TV ratings body, the Broadcaster’s Audience Research Board (BARB), in the latest sign that the tech giant is planning to introduce advertisements on its Apple TV+ streaming service, reports The Telegraph.
Apple execs have reportedly met with the group to explore the extra data-collection techniques needed to monitor advertising results. As noted by AppleInsider, BARB provides viewing statistics for all four main networks in the UK: the BBC, ITV, Channel 4, and Fox-owned Sky. The organization also provides Apple with viewing figures for Apple TV+ programming.
In October 2022, Digiday reported Apple was preparing a more serious push into monetizing its original video content with an “ad play.” Sounds like the tech giant is considering an ad-supported tier for Apple TV+ akin to what Netflix has implemented.
The article, quoting unnamed sources, says that Apple has been making the rounds with network executives. During these meetings, Teresi described what the agency sources characterized as an “unusual approach” to selling ad time on Apple TV+.
I’m not sure what that “unusual approach” might be. Guess we’ll see if/when it comes to fruition.
