Carat Claim More Saw Southgate Miss

According to Carat Research over 5 million more people saw Gareth Southgate miss the crucial Euro’96 penalty than official BARB figures indicate. BARB research claimed that a British audience of 26 million people, 18 million on BBC1 and 8 million on ITV, watched the game. This included 3 million viewers who taped the match and watched it later.

Independent research from Carat shows the following results for the penalty shoot out:

• 3.1 million saw it in a pub or club
• 2.8 watched it at someone else’s home
• 1.4 million watched it elsewhere, for example work

The total audience came to 30.7 million viewers, a significant difference from BARB. Carat’s Research was conducted by BMRB and involved interviews of 1024 adults by telephone. Nearly a third of the audiences were female and only a quarter were 18-24 year old men.

The research shows that questions can be raised against BARB methodologies where important sections of viewing audiences are not being surveyed.

MediaTel subscribers can look at BARB figures for the England v Germany match on 26.5 Million Tune In For English Defeat.

Carat Research: 0171 344 0070

The BMRB website can be found in the Media Village.