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BARB
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Since 1981, the Broadcasters Audience Research Board (BARB) have been
delivering the official viewing figures for UK television audiences.
They commission research companies Ipsos MORI, Kantar Media and RSMB to
collect data that represent the viewing behaviour of the UKs 26 million TV
households.
BARB viewing data offer clients, such as broadcasters and advertisers, a minute
by minute breakdown of viewing at regional and national levels. This information
is vital for assessing how programmes, channels or advertising campaigns have
performed and provides the basis for airtime advertising trading.
In order to estimate viewing patterns across all TV households, a carefully selected
panel of private homes is recruited. The Establishment Survey is carried out
continuously by Ipsos MORI in order to track changes in UK household
characteristics.
We then recruit households to be on the panel that suit the necessary
demographics, TV platforms and geography, as well as other variables. The BARB
panel consists of 5100 households, which each represent about 5000 other
households across the UK.
Once a household has been recruited to the BARB panel, Kantar Media fits every
TV set in the home with a meter.
Software meters are also installed on laptop and desktop computers, and tablets.
In order for the meter to know who is watching, each member of the household
over the age of four is assigned a button on a special remote control. If they enter
a room while the television is on they must press their designated button to
register their presence and press it again when they leave to show they are no
The Advertising Standards Authority is the UKs independent regulator of advertising across all
media.
They apply the Advertising Codes, which are written by the Committees of Advertising
Practice.
Their work includes acting on complaints and proactively checking the media to take action
against misleading, harmful or offensive advertisements.