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 June 30, 2026, Barb appointed Caroline Davey, formerly Chief Operating Officer since 2024 and who joined the organization in 2022, as its new Chief Executive. Justin Sampson, the outgoing Chief Executive, will continue to work with Barb as a consultant from September. Concurrently, Barb promoted Khaled El Serafy to Director of Data and Technology and appointed Luca Vannini as Director of Partnerships and Communications, changes the company states support its ongoing innovation plan for measuring and reporting linear streaming and video-sharing audiences. Earlier on June 8, 2026, Barb's Ads Hub, the UK television industry's unified campaign analytics system, exceeded 600 active users since its January launch. This development occurred as work commenced to integrate Amazon Prime Video into its joint-industry post-campaign measurement framework, marking the first time a major subscription video-on-demand service will be incorporated into Barb's accountability tools.
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