BARB

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TonyWEARN
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• Re-writing all of the existing specifications
• The creation of new databasesand delivery
  mechanisms
• Introducing a new panel design
• Recruiting and installing a completely new, fresh
  panel against a more stringent panel control
  selection procedure

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Universes Changes

• Audience Universe Change Categories 01 vs 02
• Adults 25-34 - 9
• H/ws with kids 0-3 - 8
• Adults 16-34 - 6
• Kids 4-9 - 6
• ABC1s 1
• Kids 10-15 4
• Adults 35-64 5

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• Larger panels for London and Midlands (35 of the
  population)
• Some other regions are above or near to previous
  reporting levels

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• Regional Distributionis generally proportional
  to new panel design
• A multi-channel panel of 1650 homes

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• Previous Panel

New Panel
8
14
18
27
24
28
65
16
Up to 1 Year
1-3 Years
Up to 6 Months
3-5 Years
5-10 Years
6 Months-1 Year
10 Years
Over 1 Year
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• Uncovered Set Viewing
• Guest Viewing

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Uncovered Set Viewing
Uncovered Set Viewing
12
10
8
6
4
2
0
06-01-01
13-01-01
20-01-01
27-01-01
03-02-02
10
Guest Viewing
12
10
Previous Current
8
6
4
2
0
06-01-01
13-01-01
20-01-01
27-01-01
03-02-02
10-02-02
17-02-02
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Total TV ViewingAverage Weekly Hours
Hours
30
Old Panel
New Panel
20
10
0
23-12-01
23-12-01
13-01-02
20-01-02
27-01-02
03-02-02
10-02-02
17-02-02
Source BARB, ATR, Live inc guests, Dec-Feb 2002
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Weighting

• Removal of Category Balancing and Adjust to
  Universe procedures
• Single consolidated rim-weighting scheme
• Over 1500 targets
• Extended weighting control but increased
  likelihood that range of weights will be greater

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Immediate Priorities

• Establishment of complete panel
• Increasing panel size will reduce variability

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