MD Of Company Behind New BARB Ratings System Resigns

Adam Phillips, managing director of the company behind the new BARB ratings systems, has resigned amid continuing controversy over the accuracy of TV viewing figures generated under the new panel.

BARB has come in for considerable criticism since it introduced its new audience measurement system, which is run by contractor ATR UK, with broadcasters and advertisers expressing their frustration at a range of issues relating to the new audience data.

Phillips, who has been at ATR for two years, was responsible for setting up and overseeing the new measurement system and his resignation is likely to be welcomed by the industry. Peter Wilcox, a former director at the marketing research specialist AC Nielsen, will replace Phillips when he steps down early next week.

Commenting on Phillips’ departure, one industry insider said: “Replacing one person will not solve the rest of ATR’s problems. There were bound to be teething problems with the new BARB system but it’s now July and we’re still waiting for the panel to be up to full strength.”

He added: “There are still some very strange figures being put out and the differences seen by some stations have been massive. The industry has been very understanding given the circumstances but things need to be done.”

Last month BARB, which has delayed the deadline for getting its new panel up to full strength three times (see BARB Controversy Continues), issued a newsletter to the media industry insisting that it is focussing on “quality control” (see BARB Emphasises Quality In Newsletter Update).

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

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