Justin Sampson to step down as Barb CEO
Barb CEO Justin Sampson has announced his intention to resign from the role in 2026.
The TV joint-industry currency (JIC) has begun its search for a new chief executive, with Sampson remaining in his post until one is found to ensure a smooth transition.
“It’s not often people say it is a really exciting time to be leaving a job,” Sampson reflected. “It’s been such a privilege to be part of Barb’s evolution over the last decade or so. And given the strong appeal of solving the next wave of challenges, I can’t find the right words to describe how difficult the decision was to step down next year. If I was ten years younger, my hat would be in the ring to be the next chief executive.”
Sampson has worked as Barb CEO since 2012. Earlier in his career, he worked in various leadership roles for ICM Research, Kantar, ITV and Nielsen Media Research. He also spent 12 years as the managing director of the Radio Advertising Bureau.
Under his leadership, Barb has pursued an audience-centric measurement strategy through continuous innovation to provide data to advertisers beyond linear TV, broadcasters and panels.
Its measurement efforts have expanded under his tenure as CEO to include streaming services like Netflix, Amazon Prime Video, Discovery and Disney+, as well as YouTube. This summer, the JIC made news by being the first measurement service in the world to begin measuring specific YouTube channel audiences on TV sets, an effort that was met with mixed reception from industry leaders.
Current strategic priorities for the JIC include extending the use of device data; maintaining high-quality panel data; modernising data distribution and extending reporting of the content people watch; and offering full-cycle campaign optimisation for both linear and streaming via Barb’s Ads Hub.
Earlier this year, Barb announced it had appointed RSMB to build an analytics system that will unite its pre-campaign planning tool, Advanced Campaign Hub, and its post-campaign evaluation service, CFlight, in one place. It also began reporting overnight commercial spot ratings in beta.
As CEO, Sampson has also been a strong advocate for maintaining high standards of measurement as advertisers and their agencies begin to consider cross-media measurement opportunities through Origin, which officially launched this summer with reporting for linear TV, online video and online display.
The project notably did not launch with Barb data, with Sampson highlighting concerns that the product could dilute the value of TV in the eyes of advertisers by allowing for it to be compared with channels that fail to meet Media Rating Council (MRC) standards for viewing.
Sampson’s successor will be tasked with continuing Barb’s innovation while working with stakeholders on an integration with Origin, should its launch prove successful.
Speaking on behalf of Barb’s director, Barb chairman Nigel Sharrocks commented: “I want to say a big thank you to Justin both personally and on behalf of Barb’s directors for his outstanding leadership over the past 14 years. He’s been a great colleague and a pleasure to work alongside.
“While it’s clearly a time of incredible change for our industry, his passion combined with commitments to transparency, collaboration and industry standards leaves Barb in great shape and well positioned for the challenges ahead.”
Sharrocks continued: “Joint-industry bodies are a critical part of the industry’s future and a necessary, independent source of truth for all sides of the industry.
“Barb’s far-sighted, audience-centric measurement strategy has proved joint-industry bodies can innovate and embrace new players in the market. And our next wave of strategic development is set to ensure that Barb remains the progressive, world-leader in understanding what people watch.”
