In a meeting for stakeholders representing all leading broadcasters, media agencies, and advertisers, BARC (Broadcast Audience Research Council) India showcased actual ratings data. Although the data shown to the gathering of senior industry leaders was household data, the individual data is slated to be rolled out by the end of the month.
The industry which is currently undergoing a TAM Blackout period is eagerly awaiting data from the Broadcast Audience Research Council (BARC) India. Industry leaders seemed to be happy at the moment with the data they were privy to yesterday, though a few of them did have a few reservations till the roll out actually happens.
Industry leaders remain optimistic on account of water marking technology used by BARC, a much larger universe of sample size, and usage of technology that significantly cuts down human intervention.
The BARC committee is loath to giving out a launch date (after the launch not taking place in October due to various reasons although being announced in a press conference). Though the launch date was not formally announced by industry leaders, the committee leaders indicated they were hoping for a launch at the end of April.