Thinkbox

Audiences, advertisers and arithmetic: "‘We need to fix commercial measurement"

From left: Kate Bulkley, John Litster, Matt Hill, Rich Astley, Sarah Rose and Justin Sampson. Inset: The Little Drummer Girl (Credit: Paul Hampartsoumian/Shutterstock/BBC)

Television is trying to keep advertisers happy and out of the clutches of its online competitors. But, with the growth of streaming services such as Netflix, totting up who watches TV, and when and where, is becoming a complicated business.

This is the key data that advertisers want and which ratings body Barb is doing its utmost to provide, according to CEO Justin Sampson. He was part of a panel at an RTS early-evening event that drew a capacity crowd to The Hospital Club in late October.