What People Watch: Unpacking the unknown – breaking out silence on a TV set 17 October 2024 There are known knowns, known unknowns and unknown unknowns. Donald Rumsfeld famously discussed known unknowns when talking about US national security, but the same can be said about TV viewing. Some things are known – a peak of 2m watched the closing ceremony of the Paralympics on Channel 4 capping a wonderful Games from Paris. Then there are known unknowns – YouTube achieved a peak TV-set audience of 1.8m on the same day. So, we know how many people were watching YouTube, but the content is unknown. In a world where reaching engaged audiences on the TV-set is getting more complex, there are some potential big wins for broadcasters and advertisers in turning some of those unknowns into knowns. In a recent article for MediaCat, Doug Whelpdale, Head of Insight at Barb shared his thoughts on the importance of unpacking unknown viewing, measuring silence and why the known unknown of what content TV viewers are watching is high on Barb’s to-do list. Read the full article c/o MediaCat here: https://mediacatmagazine.co.uk/unpacking-the-unknown-breaking-out-silence-on-a-tv-set/ He also shared a few highlights in this video below.