The industry is abuzz with Broadcast Audience Research Council (BARC) data which is said to be rolled out today.
At a stakeholders’ meeting that had representation from leading broadcasters, media agencies, and advertisers, BARC showcased actual ratings data. However, the data shown to the gathering of senior industry leaders was household data.
According to industry insiders, household data will be rolled out till end of August. Some agency leaders seem to be not very happy with the roll-out of household data instead of individual data, “Individuals buy products not households. It is Individuals that make a purchase not households,” said a senior agency head on the condition of anonymity.
His sentiment was echoed by another agency head who said, “Planning cannot be done on the basis of indicative data.”
Household data is indicative but not enough for robust planning, concur agency heads across agencies. While agencies have been asked to pay for an entire year’s subscription, receiving household data till August might be a sore point with many.
While media agencies cancelled their subscription from TAM in early March, they stopped receiving TAM data from 31st March onwards. They were informed by BARC about the rollout of household data only in the first week of April at the internal stakeholders meeting.
Industry insiders present at the stakeholders meeting also indicate that there is no change in the current pecking order of weekly ratings.
It seems to be a game of wait and watch till the BARC ratings actually rollout; in the meanwhile TAM has re-started rolling out ratings data from the 16th April to media, in what was originally touted to be the a ‘TAM blackout period’ by many.