Britain's BARB (Broadcasters' Audience Research Board) on Monday launched a new service providing ratings data for sponsored programmes. It is hoped that the pilot scheme will go fully operational in the autumn.
Participating broadcasters will provide details of sponsored transmissions, which will then be matched to official BARB data to provide a record of the ratings achieved for a given sponsorship.
This new service follows requests from agencies and advertisers and BARB has already received agreement to co-operate in the scheme from many broadcasters.
BARB is funded and owned by the major players among UK public service and commercial broadcasters: the BBC, ITV , Channel 4, Five and BSkyB. The Institute of Practitioners in Advertising is also a shareholder and represented on the board.
Data sourced from: BARB (UK); additional content by WARC staff