The wait is over, read a tweet issued by the Broadcast Audience Research Council (BARC) on Wednesday afternoon. Indeed it was, as broadcasters, advertisers and media agencies awaited the release of data since early hours of the day.
"The wait is over," read a tweet issued by the Broadcast Audience Research Council (BARC) on Wednesday afternoon. Indeed it was, as broadcasters, advertisers and media agencies awaited the release of data since early hours of the day.
"The launch of BARC India's world class television audience measurement system makes it a historic day for the entire industry," said Punit Goenka, MD and CEO, Zee Entertainment Enterprises Ltd and chairman of BARC, adding, "With the implementation of @BARCIndia , the ecosystem has certainly turned absolutely transparent."
Other broadcasters were equally effusive about the new regime. MK Anand, MD and CEO at Times Network said, "We are happy that the new measurement system is finally in place. An extended viewer base will certainly help bring in more consumers into the analysed set and improve our services to them and thus generate more value."
Advertisers and media agencies are also excited about the new measurement system of BARC, though they caution that it is still early days for the data. While it is impossible to contain them from making claims, it is advisable to wait for a few weeks, said Shashi Sinha, chairman of IPG Mediabrands and chairman of the BARC Technical Committee.
According to BARC CEO Partho Dasgupta, the number of TV-viewing households surveyed will increase to 20,000 soon and 50,000 in four years. Although BARC had not officially released the data to all media at the time of writing, according to sources, while the pecking order of channels has not changed much from the TAM-administered viewership data, there are some surprises.
—In arrangement with MxMIndia.com
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