What are the limitations of BARB?

BARB (Broadcasters' Audience Research Board) is limited by its reliance on panel-based data, which may not fully capture viewing habits of the entire population. It also faces challenges in adapting to the rapidly changing media landscape, including the rise of streaming services and on-demand content. Additionally, BARB's methodology may not account for cross-platform viewing, potentially leading to underrepresentation of certain audience segments. Finally, the panel's size and composition can introduce biases that affect the accuracy of audience measurement.