BARB Changes Measurements For 16-24 Year Olds

BARB is changing the current contract specification for reporting the viewing of 16-24 year olds.

The current specification controls the number of 16-24 year olds for each regional panel. BARB has analysed the composition of the total population of this age group across all panels and found that the profile does not always match the Establishment Survey. It was found that some groups, such as 16-24 year old householders as opposed to those living with parents, are underrepresented.

These imbalances, BARB has concluded, cannot be compensated for by the introduction of simple weighting and panel control schemes at the regional level because of small sample sizes. BARB has now revised the rim weighting system to compensate for panel imbalances among younger adults at regional level. This will be implemented from 4 August.

This will significantly increase 16-24 year olds’ viewing levels. The more intensive weighting will also increase the variability of the data, but average levels will be more accurate.

Revisions to all population estimates, including 16-24 year olds, derived from new census data, will be implemented from 29 December 1997.

BARB: 0181 741 9110