BARB Releases Parallel Run Data

BARB has released data from the parallel run it has been operating ahead of the launch of its new service on 1 January 2002. Top line analysis of the differences between the new and existing services show that overall viewing levels are around 5% lower on the new panel, but total weekly reach is broadly comparable with the current panel.

Caroline McDevitt, BARB’s chief executive, said: “The new service has been designed to be more geographically and demographically representative and our subscribers should start to reap the benefits as full installation is achieved. This is the most complex audience measurement system in the world, and we expect to introduce new services more quickly over the life span of the contract, which is the advantage of a software driven meter.”

BARB presented its new system to the media industry last month, but warned at the time that the new panel would not have its full complement of respondents until the end of February next year (see BARB Presents New Research System).

The parallel run data is currently available on the BARB website: www.barb.co.uk. Next year data from the new BARB service will be available to MediaTel subscribers in the Television database.

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

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