It will help media agencies, advertisers and broadcasters to understand more about viewers through a wider range of behavioural definitions when they are scheduling and planning activity.

The integrated data is available to all media agencies and broadcasters that subscribe to both Barb and IPA TouchPoints. Barb customers wanting to access the new data should contact the IPA to subscribe to TouchPoints first. RSMB carried out the data integration and the method will be updated quarterly.

Justin Sampson, Barb’s chief executive, said: “We continue to find new ways to add value to our audience reporting services. This new initiative creates an extensive range of target audiences that IPA TouchPoints subscribers can use to plan and account for their investment in television commercials and programmes.”

Belinda Beeftink, research director, IPA added: “IPA TouchPoints delivers a 360-degree view of how different media fit into people’s daily lives. For many years the TouchPoints Channel Planner has integrated the industry media currencies, including Barb, into an analytics tool that supports cross-media planning and buying.

“We’re now delighted to deepen our links with Barb by integrating our audience classifications into its daily reporting of television audiences.”