The Broadcasters Audience Research Board has chosen a research method for measuring Channel 5 audience figures. However, ITV is not happy with the method being proposed. The separate ITV sales houses are worried that it will fail to provide an accurate reflection of viewing in each area and each type of audience, for example 16-34 year old ABC1 men.
There is particular concern over the accuracy of regional readings. It is expected that a small percentage of homes will not be able to be tuned to pick up the new channel. So, if a greater percentage of BARB homes are retuned than homes throughout a region, errors may occur. It is also unclear if some audiences will be represented on a panel in large enough numbers to a give a true picture of regional viewing habits.
One anonymous sales house is so concerned about the research method that it is threatening to block the research.
ITV: 0171 843 8000
BARB: 0181 741 9110
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