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Justin Sampson

Standards Setter

Justin Sampson is best known as the long-serving Chief Executive of Barb (Broadcasters' Audience Research Board), the UK's official television audience measurement organisation whose data underpins billions of pounds of TV advertising investment annually. Under his leadership, Barb undertook a significant modernisation of its measurement methodology, most notably through the Dovetail Fusion project, which extended panel-based TV ratings to capture viewing on streaming platforms and connected devices — a critical evolution as audiences fragmented across linear and on-demand services. Sampson joined Barb as CEO and steered the organisation through one of the most disruptive periods in television history, working closely with its broadcaster and agency stakeholders — including the BBC, ITV, Channel 4, Sky and major media agencies — to maintain a single, industry-agreed currency for TV audiences. His tenure placed him at the centre of debates around cross-media measurement, the future of linear television, and the challenge of accounting for SVOD platforms such as Netflix and Disney+. As outgoing CEO, Sampson leaves Barb having repositioned it from a traditional linear TV ratings body to a more comprehensive video measurement service, a transition that will shape how UK television advertising is planned and traded for years to come.

Last updated Oct 24, 2026 by ATDb automated enrichment

Role
outgoing Chief Executive
Company
Barb
Based
London, United Kingdom

AI-drafted from public sources1 source cited

Years in industry
15 years

Bio

Justin Sampson is best known as the long-serving Chief Executive of Barb (Broadcasters' Audience Research Board), the UK's official television audience measurement organisation whose data underpins billions of pounds of TV advertising investment annually. Under his leadership, Barb undertook a significant modernisation of its measurement methodology, most notably through the Dovetail Fusion project, which extended panel-based TV ratings to capture viewing on streaming platforms and connected devices — a critical evolution as audiences fragmented across linear and on-demand services. Sampson joined Barb as CEO and steered the organisation through one of the most disruptive periods in television history, working closely with its broadcaster and agency stakeholders — including the BBC, ITV, Channel 4, Sky and major media agencies — to maintain a single, industry-agreed currency for TV audiences. His tenure placed him at the centre of debates around cross-media measurement, the future of linear television, and the challenge of accounting for SVOD platforms such as Netflix and Disney+. As outgoing CEO, Sampson leaves Barb having repositioned it from a traditional linear TV ratings body to a more comprehensive video measurement service, a transition that will shape how UK television advertising is planned and traded for years to come.

Expertise & education

Expertise

Television Audience MeasurementTV RatingsConnected TVStreaming MeasurementCross-Media MeasurementAudience ResearchBroadcast MediaTV Advertising Currency

Speaking topics

Television audience measurementCross-media measurementThe future of TV ratingsStreaming and connected TV viewingAdvertising currency in a fragmented media landscape

Recognition

Notable achievements

  • Led Barb's Dovetail Fusion project, extending TV panel measurement to include streaming and connected TV viewing
  • Oversaw Barb's evolution from a linear TV ratings body to a broader video measurement service
  • Maintained industry consensus around a single TV audience currency during a period of significant audience fragmentation