Audience Measurement | Measurement of TV | Ipsos
Audience Measurement

Measurement of TV/Video Viewing

Maximising and monetising the TV/video viewing audience.

We help media companies offering TV and/or video content to understand and exploit the size, composition and flow of their audiences between and amongst different stations and platforms. This data feeds into decisions on how best to maximise the appeal of video content to an audience and how to promote specific programmes to high potential viewers. In addition, the data is used for trading advertising inventory between media companies and media agencies buying on behalf of marketers.

For electronic audience measurement, Ipsos uses the next generation of meters, software-based with easy self-installation and minimal installation. Our MediaCell Smartphone meter is passive, insofar as we only ask people to keep their phones near them, switched on and connected to the internet. Our app-based solution adds minimal hardware cost to the television audience measurement. It is respondent-friendly and runs unobtrusively in the background, in-home or out-of-home, measuring the use of tablets and mobile phones as viewing devices as well as the participant’s ambient exposure to TV content.

Broadcasters' Audience Research Board - BARB 

We are responsible for the Broadcasters' Audience Research Board (BARB) Establishment Survey and panel recruitment. This survey plays a major part in the planning and trading of several billion pounds worth of national airtime and space.

We have been running the BARB Television Establishment Survey since 2000 and the panel recruitment since 2016. We have been contracted to provide both services until at least 2021.

Main objectives:

  • To establish ownership and usage of TV-related equipment and detailed demographic information for households and individuals in each ITV area and BBC region, and measure the penetration and reception method of multi-channel homes and individual channel penetration
  • To obtain the necessary targets to control the BARB panel
  • To recruit eligible households to the BARB panel based on their characteristics, ensuring the panel remains representative of the UK population

The Broadcasters' Audience Research Board is the organisation that compiles audience measurement and television ratings in the United Kingdom. BARB is jointly owned by the BBC, ITV, Channel 4, Channel 5, Sky, UKTV, and the Institute of Practitioners in Advertising. Ipsos MORI working on behalf of BARB, conducts the BARB Establishment survey and identifies eligible households to join the BARB panel. 

If you have been asked by Ipsos MORI to join the BARB TV panel and want to know more about what’s involved, please visit our Shaping TV website at