RSMB is excited to be playing a key role in the next evolution of TV audience measurement, working alongside Sopra Steria to develop a Barb Panel Plus prototype.

Barb Panel Plus will integrate census data sources with panel data to deliver richer, more precise audience measurement and will build on and replace Barb's Dovetail Fusion. RSMB's prototype will demonstrate how return-path data from Sky set-top boxes and connected TVs can be successfully harnessed alongside BVOD census and panel data.

Why does this matter?

TV measurement is evolving. While big data sources provide detailed viewing volumes, robust panel data remains crucial for understanding who is watching. Barb Panel Plus will bring these elements together, improving data consistency, reducing zero-rated spots, and providing deeper insights for advertisers, broadcasters, and agencies​.

As Caroline Baxter, COO at Barb, explains:

“By integrating further new sources of big data, Barb Panel Plus will enhance our audience measurement by improving data consistency, reducing zero-rated spots and facilitating insight into business outcomes for our clients.”

Barb will review the prototypes and make longer-term development decisions on Barb Panel Plus later in the year.

We’re proud to bring our expertise in audience measurement methodology to this ambitious project, helping to explore how new data sources can complement panel data and support the continued development of the Barb currency.

Barb's press release can be found here.

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