The IPA has today welcomed the appointment of Caroline Baxter as the new CEO of Barb. Baxter takes on the role following a period of significant development for the UK’s audience measurement body, where she has already played a key role in driving innovation and helping evolve Barb’s services as viewing habits continue to change across platforms.
Commenting on the appointment:
Says Dan Flynn, IPA Director of Media Research:
“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.
“I’d also like to thank Justin Sampson for his outstanding leadership of Barb over nearly 14 years. During that time he has guided the organisation through enormous change while ensuring Barb has continued to evolve and retain the industry’s confidence.”
Says Graeme Griffiths, IPA Director of Media Research:
“This is really great news and I’m confident Barb is in good hands.
“I’ve worked with Caroline for more than 20 years. I recall, when we worked together on the Barb contract at Kantar, that her expertise and experience was not only crucial to Kantar winning that contract, but her tenacity and leadership ensured the contract was delivered exactly as promised.
“I don’t doubt she will bring all those qualities to the role of CEO and I look forward to working closely with her in the future even if we are both in quite different roles.”
Read more about Caroline’s appointment on Barb's website
Last updated 12 March 2026