Objective information is critical for the UK’s television and advertising industry. Each year, £7.5 billion is spent by broadcasters and advertisers on the production and distribution of programme and commercial content. BARB provides an independent, joint-industry currency that is trusted to assess the return on this investment. Dealing with audience fragmentation has been a constant aspect of BARB’s work since our formation in 1981. Fragmentation today is driven by the rise of programmes and commercials being delivered online and on-demand. We constantly develop our measurement techniques to meet the needs of the industry with high-quality data. In recent years we have developed techniques to report viewing to BVOD services on TV sets, tablets, PCs and smartphones; pre-broadcast and non-linear viewing on TV sets and dynamically-served advertising. The Viewing Report 2020 brings to life the latest insights from BARB. We hope you enjoy reading it. Guest essays The power of knowledge – Rhiannon Murphy Capturing the rise and rise of drama – Rachel Shaw Linking strategic and implementational planning – Rhian Feather BARB updates Project Dovetail status update Total television viewing: what’s included? New insight Pre-broadcast viewing Devices in the TV ecosystem Most-watched on devices Demography on three screens Centrefold – The Top Tens of 2019 Across Multiple Screens The SVOD Report 2020 Updated insight: Timeshift, share by genre, share by broadcaster Archive The Viewing Report – May 2019 The Viewing Report – May 2018 The Viewing Report – April 2017 The Viewing Report – April 2016 The Viewing Report – May 2015 The Viewing Report – November 2013