Barb names Caroline Baxter as CEO

Baxter will move from her current role as Chief Operating Officer (COO) of Barb to take over from outgoing CEO Justin Sampson. Sampson, who last year announced his plan to leave in 2026, will step down from Barb in September 2026.

Before joining Barb in 2022, Baxter worked at Kantar for 27 years, rising from Head of Project Management to Program Director UK and EMEA.

Her appointment comes after several years of development at Barb, which has adapted to measure audiences across linear, streaming, and video-sharing services.

According to the organisation, its current strategic priorities include: extending the use of device data; maintaining a high-quality panel; developing full-cycle campaign optimisation for linear and streaming services through Barb Ads Hub; modernising data distribution; and extending reporting on the content people watch.

Barb also committed to collaborating with the Incorporated Society of British Advertisers (ISBA) and other joint-industry measurement bodies to meet advertisers’ requirements for measuring audiences across all the platforms that people use to watch their favourite content.

Nigel Sharrocks, Chair of Barb, said: “Joint-industry audience measurement provides critical evidence that supports a healthy media market. 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.”

Baxter said: “Joint-industry measurement only works if everyone around the table trusts it. 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.”

Dan Flynn, Director of Media Research at the Institute of Practitioners in Advertising (IPA), welcomed her appointment: “Caroline is hugely respected across the industry and brings a wealth of experience and insight to the role. Having already played a key part in Barb’s recent innovation and development, I look forward to working even more closely with her as she leads the organisation into its next phase.

“Barb plays a uniquely important role for the UK advertising and media industry as the independent and trusted source of television and video audience measurement that underpins planning, trading, and accountability across the market. At a time of rapid change in the media landscape, that role has never been more important.”

Live viewing remains a substantial part of watching television, even for younger audiences, according to a recent report from UK audience measurement organisation Barb. Discover more here.