Caroline McDevitt, chief executive of Britain’s Broadcasters' Audience Research Board will address this year’s TV2002 Conference in Prague, March 21-22.
Her speech, entitled The new contract: is BARB still cutting the mustard?, will appraise the success of BARB’s new system which has been beset by teething problems.
The assembled ranks of ad and media executives will be reassured that the mustard is indeed being cut: “Overhauling the UK audience metering system has been necessary and it has been positive. We now have a system capable of absorbing future technologies and moving with the times. Our system is a blueprint for audience measurement systems across the world.
“Our figures are objective and they are credible, and form a central point of reference for the UK television and advertising industries.”
But mustard afficionados, among them UK agencies and advertisers, have yet to be convinced of this.
Data sourced from BARB (UK); additional content by WARC staff