The television audience measurement landscape is set to undergo a significant transformation with the introduction of Barb Panel Plus. This innovative initiative aims to integrate extensive data sets with panel information, providing more accurate and comprehensive insights into TV viewing habits. The development process has been divided into three crucial components: methodology design, data processing systems, and new data sources.

New data acquisition channels are being introduced to bolster the existing framework. Two major additions include return-path data from Sky set-top boxes in approximately 900,000 UK households, sourced by TVbeat, and connected TV data from over 26 million homes equipped with HbbTV software, provided by TVA. These sources will complement the current dataset, offering richer and more detailed information about viewer behavior. In parallel, two prototype projects have been commissioned—one led by Kantar Media and another by RSMB in collaboration with Sopra Steria—to develop and refine the integration methods and data processing systems. These prototypes will leverage both the newly acquired data streams and the existing fusion of BVoD census and panel data.

The advancement in TV audience measurement signifies a pivotal step towards better understanding and serving media consumers. By integrating diverse data sources, Barb aims to enhance the consistency and reliability of its measurements, reduce inaccuracies, and provide deeper insights into viewership patterns. This evolution not only benefits broadcasters and advertisers but also enriches the overall media ecosystem, ensuring that content reaches the right audiences at the right time. Caroline Baxter, Chief Operating Officer at Barb, highlighted the importance of this transition, emphasizing the complementary strengths of big data and panel data in delivering precise and valuable insights for business outcomes.