FAQs What is Barb? Barb Audiences Limited is the UK’s independent TV audience measurement organisation. We help the media industry understand what people watch and how viewing habits are changing. You can learn more about our work by visiting www.barb.co.uk. What is Barb Panel Plus? Barb Panel Plus is a service that collects anonymous viewing data from certain smart TVs and set-top boxes. It helps us understand what’s being watched, when, and on what kind of device – so we can improve audience measurement. What kind of data is collected? We collect: A randomly generated Device ID (not linked to you) Which channels were watched and when Basic device information like make, model, and software version We do not collect your name, address, IP address, precise location, or anything that directly identifies you. What is the data used for? We use the data to produce anonymous audience viewing figures. These help broadcasters, advertisers, and regulators make better decisions about TV content, funding, and delivery. It’s not used for targeted advertising or tracking you personally. Is the data used to target ads? No. The data is not used to target advertising or personalise your experience. We do not track your activity across apps, websites, or services. We don’t build profiles, and we don’t sell your personal data. Will this affect my viewing experience? No – it won’t change how your TV works or what you see on screen. Is my data safe? Yes. All data is stored securely and protected using encryption, access controls, and other security measures. Where we share data, it is either aggregated or pseudonymised and is shared only with trusted organisations. We ensure they cannot identify you and must comply with data protection law. Who sees the data? Only trusted organisations – like broadcasters, media agencies, regulators, and researchers – and only in a form that does not identify you. They see trends, patterns and audience behaviours, not individual households or personal details. They see the big picture – not your personal data. Can this data be linked back to me? No. The data we collect and share is either aggregated (combined from many households) or pseudonymised, which means it cannot be linked to you directly. We seek assurances that no one can try to re-identify you from the data. We do not share your name, address, or any other directly identifying information. Can I stop my TV from being measured? Yes – just press the 🟡Yellow Button on your TV remote. Your TV will stop sending any new viewing data to Barb Panel Plus. Please note: This does not delete any data that was already collected before you opted out. That data is already anonymised and cannot be linked back to you or your household. We never collect your name, address, or anything that directly identifies you. Why is some data always collected, even if I opt out? Some broadcasters (such as the BBC) are required to collect limited anonymous viewing data to ensure they’re serving the public interest. This data does not identify you and is not used for targeted advertising or tracking. Why is there limited information on industry technical resources or the Freeview website? Barb is responsible for audience measurement in the UK and operates independently of manufacturers and platforms like Freeview. While Freeview itself does not manage or publish information about Barb’s activities, detailed information is available on Barb’s website, including our privacy notice, which outlines how data is collected and used. Why hasn’t there been a media campaign to alert users? Barb’s panel expansion is designed to improve the accuracy of audience measurement using anonymous, aggregated data. Rather than a broad media campaign, Barb provides clear on-screen information to users directly on their devices, including instructions on how to opt out. Why is this an opt-out rather than opt-in? Barb has implemented a system aligned with the industry standard approach for audience measurement, where minimal, non-personal information is collected. Viewers are always in control and can choose not to participate at any time. Importantly, no data which can identify you or anyone in your household is collected without your consent. What about consent and privacy? Barb is compliant with data protection laws and offers meaningful control to all viewers. Viewers can opt out at any time simply by pressing the yellow button on their remote control, which will remove their TV from audience measurement. This action is clearly explained on-screen and in Barb’s privacy notice. What’s the difference between the Barb panel and Barb Panel Plus? Barb Panel Plus is a new development in Barb’s audience measurement programme. Barb Panel Plus is a complementary project to our long-standing Barb panel. While both help us understand what the nation is watching, they are quite different in how they operate: The Barb panel is made up of approximately 7,000 UK households who have been carefully recruited based on geography and demographics. Each household has agreed to take part and has had specialist meters installed by our engineers. These meters collect detailed viewing data from TVs and other devices in the home. Barb Panel Plus, by contrast, does not involve recruitment or the installation of any equipment. It uses software to passively detect what content is being watched on the main screen, without identifying who is watching. The on-screen message is part of our effort to be transparent with viewers. It gives you the opportunity to opt out immediately, by pressing the yellow button on your remote. We do not collect any data which directly identifies viewers, and we do not know who is watching or whether the viewer is a child or an adult. We do not hold any prior information about your household — the message is triggered by the TV’s technical specifications alone. We’ve designed Barb Panel Plus to be easy to opt out of. If for any reason you had difficulty or missed the message, please be assured that we can remove your TV from the measurement system at any time — just press the Yellow button on your remote control. What if a child sees the opt-out message and ignores it—does that mean viewing is still measured? We understand the concern. Barb Panel Plus is a short-term trial, and we’re taking a careful, privacy-conscious approach. The on-screen message is designed to alert viewers and offer a simple way to opt out by pressing the yellow button. We do recognise that it is possible that if a child sees the message and doesn’t respond, it’s possible an adult in the home might miss it. Because this is a limited test, we will review how often the message appears to make sure a responsible adult has a fair chance to see it and opt out. Importantly: We don’t know who is watching (whether adult or child) — only what’s being watched on screen. No identifying information is ever captured. If Barb continues or expands Panel Plus in future, we will show the on-screen notice again to ensure all viewers get another chance to opt out. This is a new way of measuring viewing, and we’re testing it with transparency and privacy in mind. We can assure you the opt-out remains available at any time. I’m already part of TVA’s TV Panel – does this affect me? If your household already takes part in the TVA TV Panel, your participation is managed separately and according to the terms of that panel. If you’re unsure, please visit www.barb.co.uk/privacy or contact us at privacy@barb.co.uk. I’m a Barb panel household – does this change anything? If you’re already a Barb panel participant, this service may be running in parallel but is technically and legally distinct. Any data collected through Barb Panel Plus does not affect or duplicate your panel obligations.