BARB Data Shows Viewing Increase

TV viewing levels across all “key audiences” are increasing, according to the latest data released by BARB.

Figures generated by the new ratings system show that the overall average hours of viewing for the week ending 10 February was just over 25˝ hours per person. BARB claims that this is the highest viewing level of the year so far and is due, in part, to the “extraordinary success” of ITV1’s Pop Idol (see Pop Idol Is A Hit For ITV).

According to BARB, which has been heavily criticised over its new ratings system (see New BARB System Comes In For Criticism), the data compares favourably with viewing levels before Christmas. Figures generated by the old panel for the week ending 23 December recorded an average of 25.08 hours of TV viewing per person and BARB claims that in recent weeks average viewing has been consistently above this level (see BARB Figures Show TV Viewing Increase).

Earlier in the month controversy surrounding BARB’s new ratings system deepened following speculation that the new audience research panel may not be up to its full strength of 5,200 viewers until May or June (see BARB Controversy Continues). Currently the panel consists of just under 4,00 homes, which according to BARB is “a robust sample for accurate audience measurement in the UK.”

BARB: 020 7529 5531 www.barb.co.uk

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