The new BARB contract runs from August 1991 to 1998 and has been split between RSMB and AGB.
RSMB will take responsibility for the Establishment Survey, the panel balance and the panel maintenance. AGB will be responsible for meter operation, data retrieval, data processing and data dissemination.
The new specification includes: * Larger disproportionate sample – 4435 homes * Live, timeshift and consolidated ratings * Daily delivery of data * Flexible contract, developing over the 1990s: – New technology: passive sensing – 1992: European standards
By 1998, the panel will have greatly increased the amount of data that is collected: TODAY 1998* Panel Homes 3030 4500 Panel Members 8000 12000 TVs/VCRs 20000 35000 Channels 4 16 Commercials 65000 400000 Programmes 17000 50000
* All 1998 figures are approximate In addition, there will be some dis- proportionate sampling (reduced sampling of C2DE, early, inactives, up- weighted for totals) and enhanced sampling of key target groups, down- weighted to totals. The panel will be balanced and weighted within ITV areas.
The new establishment survey (which actually began in 1990) will be continuous over the year, and will include quarterly reporting and regular updating of targets. The survey will be stratified by BBC/ITV segments and by Pinpoint geodemographics.
The weighting system will take place at individual ITV area and BBC regional levels. Weighting will be by rims rather than cells. The rims (13 in total) will cover reception, ITV/BBC segments, 24-cell matrix, and demo- graphics (age, sex, class, HW status, presence of children). There will also be category balancing.
Data will be available to subscribers via two databases: DATABASE ONE: A daily database with 11 audience categories and live quarter hour ratings
DATABASE TWO: 48 audiences’ minute-by- minute ratings,programme and commercial data, live and consolidated ratings. These will be available on-line or on tape. The only printed reports will be the Network and BBC reports and, at an extra cost, the Pink Book.
A parallel run to test the transition from the old to the new contract begins in May 1991. The new contract becomes effective August 1991.
Bill Meredith was appointed director of audience measurement at BARB on 24th April.
