Caroline Baxter has been appointed as the new chief executive of Barb, ending a search that began in November following Justin Sampson’s decision to step down from the U.K. ratings agency.
Sampson will leave Barb in September. His successor has been with Barb since 2022, helping to drive its innovation program. She was promoted to COO in 2024.
Nigel Sharrocks, chair of Barb, remarked, “Joint-industry audience measurement provides critical evidence that supports a healthy media market. Never has it been so important for advertisers, media agencies, TV companies, and regulators to have an independent source of truth that delivers comparable evidence for all players in the market. We’re thrilled Caroline is taking responsibility for building on the firm foundations we have in place. Her appointment testifies to the qualities of the Barb team, and its ability to help the industry navigate its way forward.”
Baxter added, “Joint-industry measurement only works if everyone around the table trusts it. My priority is to make sure Barb continues to earn that trust—by staying independent, staying rigorous, and staying true to what the industry needs. Having had a front-row seat to Barb’s transformation over the past few years, I know better than most what we’re capable of and relish the opportunity to take the game on.”
