BARB Adds Mosaic Geodemographic Groups

UK audience research body BARB has announced a deal with information services group Experian, allowing customers to analyse potential TV channel splits and schedule choices using the latter's Mosaic geodemographic groups.

Mosaic's segmentation is based on more than 340 demographic, lifestyle and behavioural variables and has been regarded as a standard in the UK for more than twenty years - however the current deal will allow media planners for the first time to overlay its groups on the performance of their clients' television advertising campaigns.

The diagrams to the right show possible uses of the new system, analysing Saturday evening and other key audiences according to Mosaic groups. The segmentation can be applied to all BARB's data from 1st November 2013 onwards.

Media analysts welcomed the new options for the addition of colour to the ratings and as an example of integrating other sets of data. BARB CEO Justin Sampson says his organisation 'continues to evolve', with the new combination 'bringing more vibrancy and value to the data we provide to our customers'. He adds: 'The BARB panel will continue to be the bedrock of our measurement as it enables real insight into who is watching and how they watch. Augmenting the relevancy of the panel through initiatives like this is important while we plan for the integration of machine-generated data.'

BARB (The Broadcasters' Audience Research Board) provides official viewing figures for UK television audiences and is funded jointly by the BBC, ITV, Sky and the IPA (Institute of Practitioners in Advertising).

Web sites: www.barb.co.uk and www.experian.com .