Observed Signal · Mar 9, 2026 · Feature Release · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
Barb Enhances Ads Hub with Pre-Campaign Planning Feature
Barb, the UK joint industry committee for TV measurement, has added pre-campaign planning functionality to its Barb Ads Hub, enabling advertisers and sellers to forecast unduplicated reach and frequency across linear TV and VOD on multiple screens. The pre-campaign planner (previously Advanced Campaign Hub) combines Barb panel data and first-party data with census-level impressions from participating VOD services — including Amazon Prime Video, Netflix and Discovery+ (added 2024) and Disney+ (added 2025). Launched in January and built by RSMB, Barb Ads Hub already offered post-campaign evaluation using CFlight methodology; the new planner makes the system a single destination for pre- and post-campaign planning for roughly 600 UK buyers and sellers. Barb also announced expanded BVOD coverage (TNT Sports, Sky AVOD, STV to follow), a new MMM data pack for post-campaign analysis, and capabilities to delineate results by sales house and support VOD-only campaign analysis. The JIC noted ongoing challenges measuring TV-set audiences for YouTube after Google restricted data access.
Centralises pre- and post-campaign TV/VOD planning for UK buyers and sellers, combines panel, first-party and census VOD impressions (including major streamers), and adds MMM capabilities — improving measurement and planning capabilities in UK TV advertising.
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Key Takeaways & Evidence Grounding
- Barb added pre-campaign planning functionality to Barb Ads Hub, enabling campaign forecasting for reach and frequency across linear and VOD services.
- The pre-campaign planner was previously known as Advanced Campaign Hub.
- Barb combines panel data and first-party data with census-level impressions from participating VOD services; Amazon Prime Video, Netflix and Discovery+ were added in 2024 and Disney+ in 2025.
- Barb Ads Hub was launched in January and was built by RSMB; post-campaign evaluation uses methodology from CFlight.
- Barb expanded BVOD coverage (including TNT Sports and Sky’s AVOD services) and will add STV; it will also introduce an MMM data pack and sales-house delineation and support VOD-only campaign analysis.
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Related Market Signals & Shifts
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Barb Launches Barb Ads Hub Campaign Tool
Barb, the UK joint industry committee for TV measurement, has launched Barb Ads Hub, a new analytics system built by RSMB that covers both pre-campaign planning and post-campaign reporting across linear and on-demand services. The hub unifies Barb’s Advanced Campaign Hub and CFlight into one interface, enabling standardised and custom reports with advanced data-visualisation and automated API ingestion into clients’ tools. Barb describes Barb Ads Hub as a full-cycle campaign optimisation solution designed for planners and evaluators, with Trustmark guarantees ensuring objectivity, transparency, and accountability. Alongside the launch, Barb announced updates to CFlight, expanding target audiences and BVOD coverage (including TNT Sports and Sky AVOD, with STV due in Q1). Future enhancements are planned, including delineating results by sales house and a MMM data pack within CFlight to consolidate linear and VOD exposure. The company signals ongoing development beyond this initial release.
Barb Launches Data Hub for In-House Distribution
Barb, the UK’s joint industry committee for TV measurement, has launched the Barb Data Hub, a cloud-based system to store, process, and distribute Barb viewing data to the industry. The hub, built after an in-house prototype, centralizes data to reduce duplication and give Barb more in-house control over data access and calculation methodology. MediaSense developed the data warehouse, with Snowflake providing the cloud infrastructure; Kantar previously distributed Barb data, but the new hub enables greater Barb control. The Data Hub will host the Barb Ads Hub, a comprehensive campaign reporting tool slated to launch in January 2026, and will include an API 3.0 offering more pre-calculated data within six months. Looking ahead, the hub will incorporate integrated data sets such as Barb Panel Plus prototypes and the Dovetail Fusion project, expanding data availability beyond traditional firewalls.
Samsung Ads: Reach Gamers on CTV via ACR Data
Sean Smith, EMEA Gaming Lead – Sales at Samsung Ads, argues that gaming should be considered part of the TV ecosystem, not a separate channel. He highlights that console gamers average nearly six hours of play on CTV weekly, and that gamers often over-index on streaming and linear TV. With major game launches like GTA VI creating cultural moments, brands can reach gamers between gaming and streaming sessions via the home screen. Samsung's ACR data and first-party signals can identify TVs with connected consoles and optimize campaigns across linear, streaming, and gaming. The article emphasizes the need for unified measurement across all three modes to avoid under-reaching gamers.
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