BARB Presents New Research System

BARB hosted a forum last night at the Mermaid theatre, Blackfriars, to explain to members of the media industry the technicalities involved in the new research contract (see MRG Evening Meeting: The New BARB Contracts), which launches in full in January 2002.

At present BARB is conducting a parallel run in order that the accuracy of the new data, which comes from an entirely new panel and new technology, can be measured against the current system. No data from the new methodology has yet been shown to clients, but top line comparisons will be made available on the BARB website from mid-December and the first overnights from 3 January.

Presenting the evening, chief executive Caroline McDevitt warned that although the system will be more accurate and able to cope with the changes occurring in an increasingly complex TV environment, there are likely to be teething problems as the new system is adopted. When the system launches in January it is anticipated that between 4,300 and 4,500 of the planned 5,200 new panel homes will be operational. The full complement is due to be in place by early February.

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

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