Disney+ Joins Barb's Advanced Campaign Hub

UK video ad currency body Barb has announced the addition of streamer Disney+ to its Advanced Campaign Hub, which combines Barb's panel data with census-level impressions supplied by participating VOD services.

Barb was founded in 1981 as BARB (the Broadcasters' Audience Research Board) by the major players in the UK television and advertising industry, and is responsible for delivering the country's television audience ratings. The body has been busy so far in 2025, picking suppliers for its new Panel Plus service and its Data Hub, and also awarding and extending contracts for RSMB and Ipsos, as well as inking deals with PAMCo and extending its measurement of YouTube channels.

Barb announced more than three years ago that it would add viewing figures for SVoD (Streaming Video On Demand) and video-sharing platforms into its daily reporting, and signed Netflix and Disney for the service just under a year later. The Advanced Campaign Hub allows users to forecast the unduplicated reach and frequency delivered by campaigns on linear and VOD services over multiple screens, and already cover Amazon Prime Video, Netflix and discovery+. The latest announcement means users can include Disney+ when planning and optimising their campaigns; and that Barb will estimate the number of households on the Disney+ ad-tier subscription and update this every day in its audience reporting.

Luca Vannini, Head of Campaign Audiences at Barb says the addition 'fulfills a core demand of users, giving them the ability to plan their ad campaigns across all four of the largest pure-play VOD services in the UK, alongside broadcasters' VOD services and linear channels'. Lucy Gregory, VP, Audience Measurement and Insights at The Walt Disney Company EMEA, adds: 'As the very first streamer to sign up to Barb, we know that transparent audience measurement that brings linear and VOD services together is of vital importance; not only for our partners but for the industry as a whole'.

Web site: www.barb.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.