BARB Announces Possible Establishment Survey Changes

BARB announced yesterday its intentions for the improvement of measurements for the 16-24 age group in the Establishment Survey. This follows the recent special analysis by ONS of the 1991 Census which shows (based on data for 15-24 year olds) that the universe figures for the 16-24 age group in the BARB Establishment Survey may be 5% lower than those derived from the census. BARB has also announced that the 25-34 age group category may also be underestimated by around 7%.

BARB strive to keep the Establishment Survey universes in line with those of the Census and are thus looking into the prospect of using alternative weighting schemes, in particular with regards to younger age groups. In addition, BARB has commissioned a series of detailed analyses of the structure of 16-24 year old representation on the BARB panel. By cross tabulating the 16-24 year olds across the BARB Network with a wide range of variables, the sample structure has been examined to a degree not required under the present specification, and also not possible on a regional basis. The conclusions to theses examinations support the ONS claims that there does seem to be a significant understatement of 16-24 year olds viewing.

BARB has commissioned RSMB to continue the investigation into finding new operational procedures that can be adopted both for the Establishment Survey and panels at a regional level. This should improve the reporting of 16-24 year old audiences. Pending the results of this commission, BARB will make necessary changes to the survey, and hope to make estimates of the effects of such changes beforehand.

BARB: 0181 741 9110