Barb, the UK’s joint industry committee (JIC) for TV measurement, this morning announced that Caroline Baxter has been appointed as Chief Executive. Her appointment follows Justin Sampson’s decision in November to step down as CEO, effective this September.
Baxter joined Barb as a Director in 2022, before becoming Chief Operating Officer (COO) in 2024. Prior to joining the JIC, she spent 27 years at marketing data and analytics business Kantar, rising from Head of Project Management to Program Director UK & EMEA.
“Joint-industry measurement only works if everyone around the table trusts it,” Baxter said in a statement. “My priority is to make sure Barb continues to earn that trust — by staying independent, staying rigorous, and staying true to what the industry needs. Having had a front-row seat to Barb’s transformation over the past few years, I know better than most what we’re capable of and relish the opportunity to take the game on.”
Cross-platform priorities
The company noted that Baxter’s appointment comes at an “auspicious moment” for the TV measurement body. Under Justin Sampson, Barb repositioned its focus from linear TV measurement to other types of video content, and has been adapting its methodologies and the way users access its audience data. Over the last few years, Barb has added Amazon Prime Video, Netflix and Disney+ to its reporting remit, and launched the new Barb Ads Hub earlier this year.
The company has also taken over the running of cross-platform measurement initiative CFlight, launched Project Dovetail to augment its panel-based data with device-level data from BVOD services, and has been looked to fold large datasets into its TV set-based audience measurement. In 2023, the JIC rebranded from BARB to Barb Audiences, reflecting the organisation’s expanded measurement remit.
But further advancements in Barb’s reporting are required to meet the demands of the industry, including coverage of YouTube viewing on TV sets. The JIC started reporting audiences on select YouTube channels last year, but was blocked from accessing the data by Google. Last month, Barb told VideoWeek that covering YouTube viewing remains an “ongoing priority.”
This morning Barb laid out further strategic priorities, including maintaining a high-quality panel, enabling full-cycle campaign optimisation for linear and streaming services through Barb Ads Hub, and modernising data distribution and extending reporting of the content people watch. The company said it stands “on the verge of another wave of innovation” to ensure its TV audience reporting is fit for the future.
“Joint-industry audience measurement provides critical evidence that supports a healthy media market,” said Nigel Sharrocks, Chair of Barb, speaking on behalf on behalf of Barb’s Directors. “Never has it been so important for advertisers, media agencies, TV companies and regulators to have an independent source of truth that delivers comparable evidence for all players in the market. We’re thrilled Caroline is taking responsibility for building on the firm foundations we have in place. Her appointment testifies to the qualities of the Barb team, and its ability to help the industry navigate its way forward.”
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