BARB issues warning to media agencies that July-September figures are wrong
BARB has sent a warning to media agencies that it will be reissuing data from July through to September – a period which covers £840m of TV revenue – following an error in its audience viewing estimates.
The email sent from Spectra said: "We have been advised that due to an error in BARB's audience viewing estimates, they will be reissuing data from July through to September. We are currently in discussions with BARB regarding how best to process the data.
"We will publish our timetable as soon as possible."
It went on to advise that a BARB client services representative was available for further clarification.
Richard Temple, board director at John Ayling & Associates, told The Drum that an immediate explanation is necessary.
“I’m surprised that the industry hasn’t reacted more vociferously to this story as it covers a period that covers £840m of TV revenue. The key questions that need answers are: how big is the error and what was the ‘true’ price of television?”
The Drum contacted BARB to gauge the extent of the error and was told that all executives would be in a meeting until 2.30pm.