How is TV viewing measured?

26th February, 2009

PANTONE541

Television viewing has one of the most rigorous measurement systems in the world: The Broadcasters’ Audience Research Board (BARB). No other marketing medium’s use is subjected to the same high level of scrutiny. BARB’s data is the ‘currency’ for the industry and has to be intensely quality controlled, audited, highly representative and statistically accurate. It provides a TV advertising agengy like us with deep insight into viewers’ behaviour and attitudes. BARB...