Barb names Ipsos as panel expansion contract holder

The contract will put Ipsos in charge of recruiting additional households to Barb’s nationally representative panel, taking the total number on the panel from 5,150 to 7,000.

Barb said the contract begins immediately, with hopes enough homes will have been recruited by the second quarter of 2024.

An invitation to tender had been published by Barb in October 2022. 

Ipsos already has a contract with Barb to run its Establishment Survey until the end of 2024, which is a continuous survey of 53,000 households each year to check that Barb’s panels accurately represent the UK population.

Caroline Baxter, research operations director at Barb, said: “Ipsos won the panel expansion recruitment contract thanks to their innovative and flexible approach to panel recruitment and their deep understanding of Barb’s needs.

“We look forward to the panel expansion to 7,000 homes, an increase that demonstrates the continued commitment of the UK TV and advertising industry to the independent and objective insight that comes from panel-based measurement.”

Liz Landy, global chief executive officer, audience measurement, at Ipsos, added: “We are delighted to have been chosen by Barb to help them deliver on this important initiative.

“It is fantastic to have our expertise recognised by such an important, long-term partner and is a testament to the strength and rigour of our operational capability.”