UK audience measurement body Barb has begun the search for a new chief executive following Justin Sampson’s decision to step down from the role during 2026.
The move comes as Barb prepares what it describes as a new wave of innovation in the way it measures and reports audiences to linear, streaming and video-sharing services.
Current strategic priorities include wider use of device data, maintaining the quality of its core viewing panel, and further development of Barb Ads Hub to enable full-cycle campaign optimisation across linear and streaming. Barb is also working on modernising data distribution and extending reporting of the content people watch, while collaborating with ISBA and other joint-industry currencies on cross-platform audience measurement.
Sampson, who joined Barb in 2012, has led a shift to an “audience-centric” strategy that has taken the system beyond linear broadcasting, beyond broadcasters and beyond the UK market.
Nigel Sharrocks, chairman of Barb, said joint-industry bodies remained “a necessary, independent source of truth” and that Barb’s strategy showed they could innovate and embrace new market entrants. He said the next phase of development would ensure Barb “remains the progressive, world-leader in understanding what people watch”.
Sampson said it had been a “privilege” to be part of Barb’s evolution over the past decade and admitted the decision to leave next year had been difficult, adding that if he were ten years younger his “hat would be in the ring” to succeed himself.
Sharrocks paid tribute to Sampson’s “outstanding leadership” over 14 years, highlighting his focus on transparency, collaboration and industry standards. Sampson will remain in post to oversee a smooth handover to his successor.
