John Litster

What advertisers want: how audience measurement is changing

Kate Bulkley, John Litster, Matt Hill, Rich Astley, Sarah Rose and Justin Sampson (Credit: Paul Hampartsoumain)

With the rapid increase in video-on-demand (VoD) viewing, over-the-top services such as Netflix and mobile TV, working out who watches TV – and when and where – has become a complicated business.

This is the data that advertisers want – and which ratings body Barb is doing its utmost to provide, according to chief executive Justin Sampson.