Justin Sampson to Leave Barb CEO Role in 2026

Justin Sampson is to step down as Chief Executive of UK video audience measurement body Barb during 2026, after more than thirteen years in the role. The ad currency organisation says it is beginning a search for his replacement.

Barb provides the UK's industry standard for measuring and understanding what people watch, including broadcast television, VOD streamers and video-sharing platforms. Measurement is based around a hybrid approach integrating people-based panel data with census-level online viewing data.

Sampson worked as UK MD of TV audience specialist AGB Nielsen, ITV's Director of Customer Relations, MD of the Radio Advertising Bureau and Chairman of pollster and researcher ICM Group prior to joining what was then BARB (in capitals...) in the second half of 2012 - he succeeded Bjarne Thelin who himself spent nine years in the role. During Sampson's time as CEO the organisation has expanded its role and coverage massively, moving to a hybrid measurement system, launching cross-screen measurement system Dovetail Fusion, commencing multiscreen reach reporting, adding services for BVOD and SVOD coverage, welcoming streaming TV providers, and announcing measurement of 200 YouTube channels earlier this year.

The body says it is now 'on the verge of another wave of innovation' designed to future-proof its measurement range, with 'current strategic priorities' including more use of device data; full-cycle campaign optimisation for linear and streaming services through Barb Ads Hub; modernising data distribution; and extending reporting of the content people watch.

Chairman Nigel Sharrocks, speaking on behalf of Barb's Directors, says the organisation's 'far-sighted, audience-centric measurement strategy has proved joint-industry bodies can innovate and embrace new players in the market,' and adds: 'our next wave of strategic development is set to ensure that Barb remains the progressive, world-leader in understanding what people watch.' Of the departing CEO, he states: '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 fourteen 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.'

Sampson will remain in post for the time being to ensure a smooth transition, and says it has been 'such a privilege to be part of Barb's evolution over the last decade or so.' He comments: '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.'

Barb is online at 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.