Better together: Why Barb’s panel is crucial in the age of big data
Opinion
Bringing together rich datasets with high-quality continuous panel data makes sense. There are endless examples of great pairings (Tom and Jerry, salt and pepper, gin and tonic…) — sometimes, you just can’t pick between the two.
All media forms have embraced digital distribution in recent years. There are more data sources available than ever, both from media owners and third parties. This increasing number of big-data sources has attracted attention in the TV audience measurement industry.
Datasets drawn from large samples of millions of devices are now seen as invaluable — and yet the industry has historically relied on a high-quality, nationally representative panel.
But is it a binary choice? Why do we question the need for people-based panels working alongside big data? Don’t some things feel inseparable? They are interdependent because one cannot truly thrive without the other.
Bigger and better data
At Barb, we know that underpinning successful, truly independent audience measurement utilising both panel data and big data is the high-quality and robustness of the panel itself.
The reason for this is simple: adding census or server datasets to the panel is effective because they offer a bigger sample and therefore more accurate measurement of audience volumes. However, census or server datasets typically don’t include that most important detail about demographics, co-viewing, and cross-platform duplication — which the panel critically does.
News alert: the Barb panel has now been expanded to over 7,000 homes. Why is this important?
Expanding the panel is crucial because it will ensure continued high quality and true representativeness of the population. Many panels out there are self-selected and often only represent a certain segment of the population — usually those more highly educated and towards the top end of the social ladder.
By investing in rigorous, interview-led recruitment, we reach all parts of the population, making our panel truly representative of the UK. This involves utilising a random sample of the whole UK population, while ensuring that every person has an equal chance of being selected, avoiding the biases of self-selection.
Fair representation
Ensuring representation means reaching all demographics — this is why we engage in random sampling methodology. This ensures true high quality and means we include all those hard-to-reach groups, making our data more accurate and reliable. As we expand our panel, it’s not just about increasing numbers but enhancing the precision and reliability of our data.
The significance of a larger panel ties into the concept of big data. A larger sample size naturally provides more robust data. However, simply having big numbers isn’t enough without a representative panel.
Big data, like device data, offers vast amounts of information but lacks the demographic context of who is behind the data. By combining a representative panel with big data, we achieve the best of both worlds, ensuring our data is both comprehensive and precise.
We include census data from broadcaster live viewing and VOD, but this lacks data from other sources like set-top boxes and other return path data. We are now working to integrate these additional sources through our Barb Panel Plus initiative, making our dataset even more comprehensive.
This involves collecting data from multiple devices, such as connected TVs and linear TV devices. We want to be as agnostic as possible to capture all relevant data and ensure the accuracy, reliability and confidence in our audience measurement.
Continuous evolution
It’s important to continuously evaluate data collection methods to reflect the changing population and media landscape accurately. With the growth of connected TV, our audience will inevitably need to expand significantly.
Barb Panel Plus will facilitate the Barb service to incorporate first-party data from a wide range of media owners, including pure-play VOD services and video-sharing platforms, thereby further enhancing our dataset.
Storing this data in a Barb data hub and managing this data distribution securely is also part of our longer-term plans, ensuring we have a single source of truth where Barb can maintain control over our data in a secure but accessible environment.
Synergy is essential
Let me be clear, and those who work with me will know, I’m passionate about high-quality panels. It riles me when the term “panel” is misused and often conflated with device data.
Ensuring the quality and representativeness of any panel is paramount, as it directly impacts the reliability of our industry’s data. We must not lose sight of this, even when faced with pressures of cost and speed, to avoid compromising data quality.
I firmly believe in the synergy of panel data and big data; one cannot function optimally without the other. While there may be some nervousness about integrating big data, it’s essential for comprehensive audience measurement.
Our robust panel, built meticulously, aims to remain relevant, valuable and beneficial to everyone in our industry for decades to come.
Caroline Baxter is Chief Operating Officer at Barb. For more information visit: barb.co.uk