…and best policy for all is honesty

I too remember that HHCL study which rocked the TV world all those years ago, and thought the Mark Ritson’s study didn’t break much new ground – everyone knows the BARB figures are not altogether accurate, and that the same is true for every media audience measurement system. Mark Ritson did spend two years with his team researching this, so presumably the fact that it confirms the earlier HHCL findings is worth discussion rather than dismissal.

Thames TV was so miffed, it fired its agency. I can imagine that beleaguered agencies and TV contractors are also pretty miffed about these findings, and can TV afford another shock-horror story, particularly after the BARB panel debacle of 2001? Is there some papering over the cracks here?

Posters are naturally having a field day on the back of this and, imperfect though Postar is, it does take account of the total opportunities to see, so that people who walk past a poster but don’t look at it are not counted. I would have thought that Carat would have known that – I’m sure Mark Ritson does.

Attention factors are therefore already applied to outdoor audience data. Isn’t it about time other media became a little more honest?

Nigel Mansell

Chief executive


London W1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here