Facebook and YouTube have been given the cold shoulder by the industry body that measures television audiences, a blow to their attempts to lure advertisers away from traditional broadcasters.
The Broadcasters Audience Research Board (BARB), which measures viewing across channels and online video services, said the internet giants were unable to guarantee reliable viewing figures or that adverts would not appear next to offensive videos.
The tech companies are eager to be recognised by BARB since its data influences how advertisers assign their budgets. The body’s stamp of approval would mean more revenues shifting from traditional broadcasters into Facebook and Google’s pockets.
Google, which...