NEWS: Barb panels aren’t delivering relevant figures, Amco says

ITV contractors in London are failing to provide advertisers with enough information on the sought-after, lighter TV viewers, according to the Association of Media and Communication Specialists.

ITV contractors in London are failing to provide advertisers with enough

information on the sought-after, lighter TV viewers, according to the

Association of Media and Communication Specialists.



Amco has hit out at changes to the way the London TV audience is now

being measured and is complaining about an increase in the panel of

viewers used to provide audience figures in London.



The disagreement centres on the recent addition of an extra 50 homes to

the Barb panel in London. The new homes have been paid for by Carlton TV

and LWT as a way of boosting the sample in the Capital to make it more

representative of the population.



However, Amco claims that the extra homes will be chosen exclusively

from heavier ITV-viewing C2DE over-55 heads of households - the less

economically active and the least well educated.



John Billett, the chief executive of the Billett Consultancy and Amco’s

spokesman on research, said: ‘If there is the money for extra samples it

is unfortunate that trading practices mean Carlton/Laser will get a

better return from extra research among downmarket OAPs.’



Tony Hopewell Smith, head of audience research at Carlton, denied the

changes were a ploy to increase ITV’s audiences in London. ‘This is

simply about making the Barb panel more reliable and consistent,’ he

said.



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