Barb has appointed Caroline Baxter as chief executive as the UK audience measurement body prepares for a new phase of development across linear, streaming and video-sharing services.
Baxter joined Barb in 2022 and has played a central role in the company’s recent innovation programme. She was promoted to chief operating officer in 2024.
Her appointment comes as Barb continues work on a number of strategic projects aimed at ensuring its measurement and reporting systems keep pace with changes in viewing behaviour and the wider video market.
Nigel Sharrocks, chair of Barb, said: “Joint-industry audience measurement provides critical evidence that supports a healthy media market. Never has it been so important for advertisers, media agencies, TV companies and regulators to have an independent source of truth that delivers comparable evidence for all players in the market.
“We’re thrilled Caroline is taking responsibility for building on the firm foundations we have in place. Her appointment testifies to the qualities of the Barb team, and its ability to help the industry navigate its way forward.”
Baxter said: “Joint-industry measurement only works if everyone around the table trusts it. My priority is to make sure Barb continues to earn that trust — by staying independent, staying rigorous, and staying true to what the industry needs.
“Having had a front-row seat to Barb’s transformation over the past few years, I know better than most what we’re capable of and relish the opportunity to take the game on.”
Barb said its current priorities include extending the use of device data, maintaining a high-quality panel, developing full-cycle campaign optimisation for linear and streaming services through Barb Ads Hub, modernising data distribution and broadening reporting of the content people watch.
The organisation is also continuing to work with ISBA and other joint-industry measurement bodies on cross-platform audience measurement for advertisers.
