Barb, which measures what people are watching in the UK, has announced the promotion of Caroline Baxter to Chief Operating Officer.
Baxter will work alongside Chief Executive Justin Sampson as the organisation progresses its strategic priorities to extend Barb’s reporting of total campaign performance, extend measurement of total viewing across all streaming services and future-proof Barb’s data access.
“Our most recent customer-satisfaction survey shows confidence in Barb’s ability to deal with the future has reached a new high watermark,” said Sampson. “This bears testimony to the great progress we’ve made in delivering an audience-centric measurement strategy. Since joining, Caroline has brought a tangible energy and focus to how the Barb team brings service developments to market. The Barb board didn’t hesitate in its support of her promotion.”
Baxter’s priorities for this year include delivering significant developments across new metering technology for Barb’s reporting panel, due to expand across 7,000 UK homes or approximately 16,000 people. Since 2022, Baxter has been Research Operations Director at Barb, and prior to that she worked at Kantar for many years, where her final role was Media Program Director UK & EMEA.
“Our goal is to deliver a comprehensive and trusted measurement of viewing, regardless of delivery platform, for our subscribers,” said Baxter. “I’m proud to step into this new role, building on my work over the last two years, to lead delivery of the next generation of TV viewing measurement.”
Barb is to begin the measurement of total viewing across all streaming services, including subscription video-on-demand (SVOD) and video-sharing services which has been led Disney+ and Netflix to join the organisation.
Barb is now exploring ways of reporting all content on video-sharing platforms that is produced in line with industry-accepted standards of brand safety.
