Barb, Broadcasters' Audience Research Board

broadcasters'​ audience research board the broadcasters’ audience research board (barb) provides official viewing figures for uk television audiences. it commissions specialist research companies ipsos mori, kantar media and rsmb to collect data that represent the television viewing behaviour of the uk’s 26 million tv households. barb viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. this information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.