Caroline Baxter
Caroline Baxter is the Chief Executive of Barb (Broadcasters' Audience Research Board), the organisation responsible for producing the official measurement of UK television audiences. In this role she leads the body whose data underpins billions of pounds of TV advertising trading, making her a central figure in the intersection of audience measurement, broadcasting and the advertising market. Barb's panel-based measurement system covers viewing across traditional broadcast channels and, increasingly, streaming and on-demand platforms, placing Baxter at the heart of industry debates about how audiences are counted in a fragmented media landscape.
Last updated Nov 1, 2026 by ATDb automated enrichment · Connections updated Nov 2, 2026
AI-drafted from public sources1 source cited
- Years in industry
- 15 years
Bio
Caroline Baxter is the Chief Executive of Barb (Broadcasters' Audience Research Board), the organisation responsible for producing the official measurement of UK television audiences. In this role she leads the body whose data underpins billions of pounds of TV advertising trading, making her a central figure in the intersection of audience measurement, broadcasting and the advertising market. Barb's panel-based measurement system covers viewing across traditional broadcast channels and, increasingly, streaming and on-demand platforms, placing Baxter at the heart of industry debates about how audiences are counted in a fragmented media landscape.