Barb is a privately owned company based in the United Kingdom. Founded in 1981, and with an estimated 30 employees, the company functions as the central body responsible for delivering the UK’s television audience ratings. Originally established by major broadcasters and pay TV operators in the UK, Barb's primary output provides data that advertisers, agencies, and broadcasters utilize to support the planning and buying of advertising campaigns and to assess their brand and sales outcomes.
On July 30, 2026, Barb appointed Jen McLevey as its new Head of Strategic Developments, a role created to oversee the delivery of the organization’s major strategic and operational projects. McLevey, who previously served as Associate Director at TRP Research for 11 years, will act as a key liaison between Barb’s stakeholders and research contractors, ensuring project delivery aligns with industry expectations and contractual commitments. This development follows Barb's leadership team changes on June 30, 2026, when Caroline Davey became Chief Executive. Simultaneously, Khaled El Serafy was promoted to Director of Data and Technology, and Luca Vannini became Director of Partnerships and Communications. Barb stated these leadership adjustments support its ongoing innovation plan to ensure the measurement and reporting of linear, streaming, and video-sharing audiences.
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