BARB’s Lifestyle Survey Will Offer Insights to Advertisers

07 September 2004

British TV ratings body BARB (Broadcasters' Audience Research Board) is set to enlighten advertisers and broadcasters with a new demographic survey of its viewing panel.

The Lifestyle Insights survey will enable TV panel viewing data to be analysed with respect to information about leisure time, spending, car ownership and other media consumption.

According to BARB's ceo Bjarne Thelin, the new service will provide 'cross-media understanding', allow identification of new audience groups and enable specific targeting of advertising based on recognition of viewing patterns.

BARB's measurement system has faced recent controversy after allegations by business TV channel CNBC Europe that it underreports viewing figures of niche channels [WAMN: 03-Sep-04].

Data sourced from: BrandRepublic (UK); additional content by WARC staff