News & Views

Barb, the industry’s standard for understanding what people watch, announced today that Prime Video will become the first streamer to join post-campaign evaluation using the CFlight methodology in Barb Ads Hub.

Barb and Prime Video have already commenced the development work required. Prime Video is expected to become part of post-campaign evaluation in Barb Ads Hub next year, alongside linear and BVOD campaigns, subject to its full integration into the industry framework.

Prime Video has been part of Barb’s pre-campaign planner since June 2024, with Netflix and discovery+ joining in September 2024 and Disney+ following in March 2025.

Barb also reports daily estimates of the number of UK households on the ad tiers of the major streaming services.

Luca Vannini, Barb’s Director of Partnerships and Communications, said:

“Our renewed vision is focused on closing the gaps in what we measure to build a more comprehensive picture of what people watch. Bringing Prime Video into post-campaign evaluation is an important first step in delivering on that ambition.

“By combining Prime Video’s first-party signals with the demographic richness of Barb’s panel data, we can help the industry assess campaign performance across streaming services alongside linear and BVOD. We look forward to adding the other streaming services in due course.”

Phil Christer, Managing Director, Amazon Ads UK, said:

“We want to make advertising easier and more effective for brands, so we’re excited that Prime Video will be the first streaming service to join CFlight.”

“It will give advertisers trusted measurement in a currency that the industry already uses, as well as providing greater transparency when planning and measuring campaigns across streaming and linear TV.”

Launched in January 2026, Barb Ads Hub is a new analytics system for full-cycle ad campaign planning and reporting. It is the single port of call where UK buyers and sellers of advertising can estimate and evaluate campaign performance across linear and VOD services using Barb data and media owners’ first-party data.

Barb Ads Hub houses the pre-campaign planner for campaign forecasting and optimisation and post-campaign evaluation using the CFlight methodology, in a modern and intuitive interface. Users can run both standalone and customised reports with advanced data-visualisation capabilities. The system also supports automated requests via API for ingestion into proprietary tools.

Barb Ads Hub is free to access by buyers and sellers of UK TV advertising as part of their existing Barb licences. It was built and is run by RSMB for Barb.