Kantar signs on with BARB until 2029

Justin Sampson

BARB – the UK’s Broadcasters’ Audience Research Board – has re-appointed Kantar for audience measurement. 

The new contracts run until the end of 2029 and will support the £7.5 billion UK TV industry. Kantar will aid BARB in delivering a comprehensive measure of TV consumption habits in the UK. 

This will be amplified by a representative panel of households 40% bigger than the current reporting size. Some 7,000 households will have the Kantar People Meter 7 measurement tech installed in their homes alongside the existing Kantar Focal Meter to deliver four-screen measurement across TV, tablets, PCs and smartphones.

The platform will also incorporate new viewing platforms and streaming services like Disney+ and Netflix, along with data over 70 broadcaster player environments including BBC iPlayer and ITV Hub.

Justin Sampson, CEO of BARB commented “Today’s announcement underscores the long-term commitment of the UK television and advertising industry to independent, objective and transparent audience measurement. Staying true to the objective of the tender process, BARB is delighted to be working with Kantar on the delivery of imaginative and engaging solutions with the versatility to track the full range of linear and on-demand services viewers can choose from.”

Adam Crozier, chairman, Kantar commented “The BARB service is one of the most prestigious audience measurement contracts in the world. Today’s announcement is testament to Kantar’s leadership in audience measurement, delivering integrated, scalable audience solutions. The team looks forward to building on our long-term partnership with BARB as we continue to meet the needs of the UK TV industry.”