We are proud to have partnered with Barb to complete the panel expansion to unlock new insights into audience viewing behaviours
Kantar Media is proud to have partnered with Barb to complete the panel expansion to 7,000 homes which is underpinned by our People Meter 7 and Focal Meter technology to unlock new insights into audience viewing behaviours across screens and platforms.
Kantar Media was first awarded the panel expansion contract in 2021 and is contracted to deliver the Barb service until at least the end of the decade. We are committed to deepening our partnership with Barb and the wider UK media ecosystem to further cement its place as one of the world’s leading audience measurement services.
Read Barb’s press release, below, announcing this milestone achievement or for more information, visit the Barb website.
Barb, the industry’s standard for understanding what people watch, today announced it has completed the increase in its nationally-representative panel of UK households from 5,150 homes to 7,000 homes.
This is the largest-ever increase in reporting sample since Barb’s launch in 1981 and is part of Barb’s multi-year contracts, which run until the end of 2029. These are key to delivering strategic developments via Barb’s principal research agency partners Kantar, Ipsos and RSMB.
This development includes new metering technology for Barb’s reporting panel, which has been expanded across 7,000 UK homes or approximately 16,000 people.
The panel expansion builds on recent developments. Barb now reports viewing of broadcaster video-on-demand (BVOD) services on multiple screens, non-linear programmes on TV sets, advertising/subscription video-on-demand (AVOD/SVOD) services, video-sharing platforms and dynamically-served advertising.
Caroline Baxter, Chief Operating Officer at Barb said:
“I’m passionate about high quality panels and expanding the panel is crucial because it will ensure continued high quality and true representativeness of the population.
At Barb, we know that underpinning successful, truly independent audience measurement using both panel data and big data, is the high quality and robustness of the panel itself. By investing in rigorous, interview led recruitment, we reach all parts of the population, making our panel truly representative of the UK.
This increase demonstrates Barb’s continued commitment to the UK TV and advertising industry to deliver independent quality insight that comes from panel-based measurement.”
Barb is now working to integrate these additional sources, through its new Barb Panel Plus initiative, making its dataset even more comprehensive.
Barb Panel Plus will facilitate the Barb service to incorporate return path data and first-party data from a wide range of media owners, including pure-play video on demand services, and video sharing platforms, further enhancing its data.