Continuity is the keynote of BARB's 2010 service

Though the UK's primary TV audience measurement service is set to change on 1 January 2010, all is on course for a smooth transition.

That was the message given by Tony Wearn, research director at the Broadcasters' Audience Research Board (BARB), speaking at Donovan Data Systems' user group for TV companies. BARB's is the official measurement of UK television audiences, commissioned from specialist companies under contracts that typically last between five and 10 years. 'The service starting in the New Year has some significant sample design changes and lays the foundation for reporting content beyond the current conventions for linear and seven-day timeshift viewing,' Tony Wearn continued. 'However, immediate continuity of service in maintaining credible television audience data is paramount.'

A key part of TV trading

Donovan Data Systems (DDS) is the system of choice for the UK's saleshouses and media agencies, who verify their trades using BARB data, and the company has taken part in development and testing for the new service. 'DDS is the biggest processor of our data,' said Tony Wearn, 'serving and supporting hundreds of  users every day, and playing an important role in ensuring the correct delivery of data from one contract to another.'

Running up to the digital switchover

Though the new service will bring no extensive change to DDS' research applications, European media director Abim Onasanya has ambitions to offer new timesaving services to agencies and TV companies: 'I'm keen Donovan Data Systems makes the full richness of the data easily available to TV researchers,' he said. TV companies at the user group meeting were keen to try out new analyses in DDS Craft that look at the likely impact on revenue of bans on advertising junkfood to children and alcohol to young adults.

'BARB will be looking to develop its services over the coming years,' says Tony Wearn, 'and we look forward to continuing a harmonious working relationship with DDS.'

About BARB

BARB (Broadcasters' Audience Research Board) is the primary provider of television audience measurement in the UK. It covers all channels broadcasting across all platforms - terrestrial, satellite and cable in both analogue and digital. BARB audience measurement data underpins the trading currency for broadcasters, advertisers and their agencies.

BARB is a non-profit making limited company, funded by the major players in the industry it supports - BBC, ITV, Channel 4, Five, BSkyB and the IPA (Institute of Practitioners in Advertising). Other broadcasters and a variety of businesses, for example research specialists, publishers and advertisers also contribute to the cost of running BARB by subscribing to the service.