Top Story

e4m_logo.png

Home >> Media - TV >> Article

BARC to roll out data today: Will it be enough?

29-April-2015
Font Size   16
Share
BARC to roll out data today: Will it be enough?

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.

 

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.