“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). Continue reading →