“You can’t spend wisely unless you understand marketing’s full impact.”

(Court, et al., 2012)

BARB is a useful tool for planners as it records “a vast range of programme and spot advertising performance data” (Thinkbox, 2015)This is everything from dayparts to programme information; from reach to channel share viewing. It can even identify “a dog owning Geordie” (Thinkbox, 2015).

As TV has been shown to be the most trusted and emotive marketing channel (The Global TV Group, 2017) BARB can help you understand who is watching and how. New planners, for example, might be surprised to find out that almost two thirds of households with terrestrial TV, have no other paid for TV service, such as Sky or cable (BARB, 2018).

(BARB, 2018)

Looking to the future, BARB’s new service Project Dovetail collects viewing habits from other connected devices other than TV (BARB, n.d.).