Barb, a privately owned company headquartered in the UK, founded in 1981, employs approximately 30 people, and reported $10.1M in revenue as of 2023. The company is responsible for delivering the UK’s television audience ratings, with its data utilized by advertisers, agencies, and broadcasters to support the planning and buying of advertising campaigns, and to assess the brand and sales outcomes of these campaigns.
On April 20, 2026, Barb's Chief Executive Justin Sampson co-authored the new IPA whitepaper, "Signals in the Noise 2: Doing the right things," which asserts that the industry’s increasing dependence on proprietary data from "walled-garden platforms" undermines informed decision-making for media budgets by creating incomparable and opaque datasets. Previously, on February 24, 2026, Sampson joined the "Unfiltered Media" podcast. Earlier in February, Barb contributed to a VideoWeek article published on February 16, 2026, detailing the ongoing work of Europe's TV JICs in 2026. This followed the publication of a letter from Sampson in The Financial Times on February 10, 2026. On February 5, 2026, Sampson was also featured in The Media Leader's article, "Choosing the future of TV audience measurement."
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