Getting the Most Out of Audience Appreciation Data
Liz Landy IpsosRSL Ltd andSimon Scholes Granada Media
INTRODUCTION
In the United Kingdom there has been some sort of audience appreciation service since the 1950s. Initially, broadcasters had their own proprietary studies. However since 1978 the BBC and Independent Television Association (ITVA) agreed in principle to establish a joint television research system. Subsequently, in 1980, the Broadcasters' Audience Research Board (BARB) was established as the body responsible for the continuous monitoring of television audiences in the United Kingdom. BARB is responsible for two main services: the TV Audience...