It is rare for arcane audience measurement issues to take center stage, but that is just what has happened in the U.K. as YouTube has had its attempts to join BARB (the joint industry service responsible for measuring TV audiences) rejected. The facts seem to be that YouTube approached BARB with a view to joining the club. BARB has clearly laid out rules for membership; which YouTube isn’t happy with. So there’s a stand-off and no deal.
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