BARB has announced that it will be carrying out new procedures to measure more accurately the viewing habits of the 16-24 and 25-34 age groups.
An investigation by BARB to see whether the current measurement specifications could be improved upon revealed that its measurement of the 16-24 age group was 5% lower than the 1991 census suggested it should be, while the 25-34 age group was understated by 7%.
Experiments are now being undertaken with alternative weighting schemes to bring the Establishment Survey universes more in line with the Census projections for these age groups. This will take several weeks and will lead to proposals to modify the current methodology which will be put to BARB committees.
BARB: 0181 563 2696
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