BARB and Experian sign deal to supply viewer lifestyle data
BARB has announced a new agreement with Experian that will enable customers to analyse potential TV channel splits and schedule choices by Mosaic ‘geodemographic groups’.
Combined with BARB, the Mosaic classification system – which uses more than 340 demographic, lifestyle and behavioural variables to determine groups – gives planners an ‘additional predictor’ of viewers’ lifestyles and how they spend their money.
It also acts as another tool for broadcasters to demonstrate the nature of their audiences in a way that “goes beyond traditional demographics”, according to BARB.
The agreement is to become the first time media planners will be able to examine how their clients’ TV advertising campaigns perform among the Mosaic lifestyle groups, and give further insight into programme profiles.
“BARB continues to evolve,” said Justin Sampson, chief executive of BARB. “Adding Mosaic data brings more vibrancy and value to the data we provide our customers.
“The BARB panel will continue to be the bedrock of our measurement as it enables real insight into who is watching and how they watch. Augmenting the relevancy of the panel through initiatives like this is important while we plan for the integration of machine-generated data.”
David Fletcher, head of analytics and insight at MEC, added: “The BARB integration with Mosaic is good news. Geodemographics are a great surrogate for lifestyle and it provides another hook into the currency where we spend most of our money”
The diagram shows how the use of the classifications differentiates viewing when compared to the use of standard demographics.
The analysis compares a Mosaic group called New Homemakers with another group labelled Liberal Opinions, both of which have a young profile. There are noticeable differences in viewing when looking at these two groups alongside the classic 25-34 year old demographic, such as higher peak time audiences for New Homemakers compared to the Liberal Opinion target or the 25-34 group.
Timeshifted viewing is relatively high for each of these groups, although Liberal Opinions are more likely than New Homemakers to watch their favourite programmes at the time they are broadcast.