Ipsos-MORI Renews BARB Contract

Following TNS' major contract win with UK audience measurement body BARB earlier this week, Ipsos MORI has agreed a new six-year deal with the organisation, to provide its Establishment Survey.

The new contract will run from 1st January 2010 and will continue to examine the characteristics of the UK's television-owning population.

Liz Landy, MD of Ipsos MORI Media, says the agency is 'absolutely delighted to retain our involvement in such a high profile and well respected currency. The Establishment Survey underpins the entire BARB service...'

The service has been upgraded to use a UK-wide panel rather than overlapping regional panels, and Ipsos-MORI says it will be more representative of the distribution of the population. BARB CEO Bjarne Thelin says the Board is 'confident that Ipsos MORI can build upon their track record' and adds: 'The survey will be increasingly important to ensure that BARB is aware of changes in the UK population's access to different types of televisual content consumption platform.'

Set up in 1981 to provide the industry-standard audience measurement service for television broadcasters and the advertising industry, BARB is a not-for-profit limited company whose members are the BBC, ITV, Channel 4, five, BSkyB and the Institute of Practitioners in Advertising. Its measure of in-home TV viewing for the UK is obtained from a panel of 5,100 homes (www.mrweb.com/drno/news7729.htm ), returning data from around 11,500 viewers.

Web sites: www.ipsos-mori.com and www.barb.co.uk.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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