Barb, the Broadcasters Audience Research Board, has pledged to
increase significantly the size of its audience panel, particularly in
London and the Midlands.
The total network panel, now made up of 4,500 homes across the UK, will
grow by13 per cent to 5,100 homes from January 2002 - the start date for
the new Audience Measurement Contract.
Barb said the new panel was designed to take into account the BBC’s
requirements for regional representations of the nation, as well as
helping commercial broadcasters, agencies and advertisers.
The number of homes in London and the Midlands are to increase in each
region from 780 to 850.
Barb has predicted that the extended panel will improve the efficiency
of its sample audience by around 18 per cent.
The decision was taken as a result of talks with major broadcasters, the
Institute of Practitioners in Advertising and the Incorporated Society
of British Advertisers, who all agreed on the panel size for the new
Tony Wearn, deputy director at Barb, said: ’A larger sample of people
will produce more robust data. Although we will start building the panel
from April, it’s such a long process that data will not be available