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.”