Talk + Q&A: Audience Measurement at the BBC

During the talk Jeroen Verspeek will discuss the BBC Vision & Strategy, also in the context of the current Charter review process (aiming to have a new Charter in place for January 2028).

Primary audience measurement

Verspreek will also review the primary audience measurement tools the BBC uses for content and service assessment, performance reporting, and strategic planning—placing particular emphasis on measuring streaming video. The discussion will focus on the tools themselves and the types of information they produce. 

Jeroen Verspreek

Jeroen Verspeek is Portfolio Head of Audiences for Audience Measurement at the BBC (as part of the wider Audiences Department at the BBC). He and his team are responsible for managing and renewing BBC’s portfolio of (panel based) data sources, to be able to deliver the BBC better insight in its performance in the ever-changing media landscape of today.  Key bespoke BBC tools are a quality and ad hoc tracker (Pulse), brand trackers (ART and BrandMap) and a cross-media measurement tool (Compass) that are now driving the BBCs central performance Scorecard.

In his position he is also representing the BBC as a Management Board member of Barb, a Board and Technical Management Group member of RAJAR and Associate member of EBU GEAR (Group of European Audience Researchers). One of his former roles was Head of Audience Research at NPO in the Netherlands, responsible for managing NPO’s total research portfolio.