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BARB: TV Audience Research for Broadcasters

BARB provides comprehensive and non-objective audience research data for major UK broadcasters, helping to inform their broadcasting schedules and cross-media marketing campaigns.

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BARB: TV Audience Research for Broadcasters

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  1. BARB Broadcasters’ Audience Research Board

  2. Which Industries Does BARB Provide Research For? • BARB are one of the UK’s Joint Industry Currencies that provides data for major industry TV broadcasters including audience numbers as well as providing critical input as to the effectiveness of cross-media marketing campaigns.

  3. How Does it Conduct Audience Research? • They commission research companies Ipsos MORI, Kantar Media and RSMB to collect data that show the viewing cycle of the 27 million households in the UK. £7.5 billion is invested into the production and distribution of programme and commercial content. • There five questions in the research • 1 – Who is watching? • 2 – What are they watching? • 3 – When are they watching? • 4 – Which screen are they watching on? • How did the content get to the screen? • BARB has two data sources • 1 – People-based data: the BARB panel • 2 – Device-based census data for online TV viewing.

  4. What Audience Demographics are Included? • They only look at the age and gender of viewers so that the panel can see what is being watched and which device they are using.

  5. Most Popular Products – BBC1 (10-16 Sept 2018) • Bodyguard - 12.59 million • Eastenders – 5.82 million • Antiques Roadshow – 5.8 milllion • Countryfile – 5.69 million

  6. Why do You Think This Product is Popular? • Bodyguard is on at primetime TV viewing time for Sunday television and had a cast full of popular actors as well as the writer being popular for writing Line of Duty as well.

  7. BARB is probably a popular amongst broadcasters as it providers comprehensive, non-objective data that can be used to inform them, of what is and isn’t working in their broadcasting schedules – as well as inform them of what types of shows are successful with certain types of people and what device they are using to view this on.

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