TV Talks Podcast: what does the future hold for Barb and TV audience measurement?

As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler have launched a podcast series, TV Talks. This week John talks to Justin Sampson, chief executive of Barb, about how the business is futureproofing, having operated since 1981.

The body was set up to understand how many people are watching TV shows. Its job has multiplied in difficulty as behavior fragments across different devices and platforms. We catch up on how Barb is measuring SVOD viewing in particular, and what the streamers can learn from the broadcasters they set out to disrupt.

Listen to last week’s episode here where we questioned our TV advisory council about the teething problems with measurement in the CTV space.

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