NEWS13 December 2013

Barb strikes deal with Experian for Mosaic-based analysis

Data analytics UK

UK — TV ratings body Barb has signed a new agreement with Experian to allow subscribers to analyse potential TV channel splits and schedule choices using Experian’s Mosaic geodemographic groups.


Barb said the deal marks “the first time media planners will be able to examine how their clients’ television advertising campaigns perform among the Mosaic lifestyle groups and gives further insight into programme profiles”.

David Fletcher, head of analytics and insight at media agency MEC, said: “The Barb integration with Mosaic is good news. Geodemographics are a great surrogate for lifestyle and it provides another hook into the currency where we spend most of our money.”