• Barb strengthens partnership with IPA for TouchPoints audience analytics
  • “360-degree view” of how the public uses different media
  • Broadcasters, advertisers and agencies to benefit from behavioural definitions

BARB IPA TouchPoints (BARB)

BARB: Partners with IPA to better analyse audience TouchPoints

Source: BARB

Broadcast Audience Research Board (BARB) has launched an integrated partnership with IPA TouchPoints, the organisation behind the cross-media-device database, to help its clients to understand more about its viewers. 

Barb, the body responsible for the UK’s television audience measurement currency has harnessed IPA TouchPoints analytical classifications for its daily audience data, aiming to help agencies, advertisers and broadcasters to understand more about viewers through a wider range of behavioural definitions.

Barb chief executive Justin Sampson said: “We continue to find new ways to add value to our audience reporting services. This new initiative creates an extensive range of target audiences that IPA TouchPoints subscribers can use to plan and account for their investment in television programmes and commercials.”

TouchPoints delivers a “360-degree view” of how different media is used by the public, across devices.

IPA research director Belinda Beeftink said: “IPA TouchPoints creates a 360-degree view of how different media fit into people’s daily lives. For many years the TouchPoints Channel Planner has integrated the industry media currencies, including Barb, into an analytics tool that supports cross-media planning and buying.

“We’re now delighted to deepen our links with Barb by integrating our audience classifications into its daily reporting of television audiences. This means agency planners can build even better TV plans based on TouchPoints’ wide range of classifications.”

The integrated data which launched this week is available via Barb-registered data-processing bureaux to all media agencies and broadcasters that subscribe to both Barb and IPA TouchPoints.

Barb said in a statement that its customers looking to access the new data will need to contact the IPA to subscribe to TouchPoints. The data integration has been conducted by RSMB, and the firms confirmed that the method will be updated on a quarterly basis.