After advisories sent by AAAI (Advertising Agencies Association of India) IBF (the Indian Broadcasting Foundation )to their members to subscribe to BARC and urging them to ‘ review and close off their existing arrangements.’ Media agencies have now taken the next step forward by writing to TAM to cancel their subscription, as the commencement date for the new measurement system BARC is on the horizon. (Industry sources indicate that BARC is slated to commence in the second week of April. )
The cancellation of subscription would be effective from 31st March 2015.
Highly placed industry sources indicate that four of the top media agencies have already written to TAM to cancel subscription.
Sources also indicate that with BARC ‘s commencement now just around the corner a large number of channels have started cancelling their subscription of TAM as it is not lucrative to subscribe to two measurement systems .
BARC is a joint industry body bringing together broadcasters, advertising agencies and advertisers through their apex bodies – the Indian Broadcasting Foundation (IBF), AAAI and Indian Society of Advertisers (ISA) – to set up a more credible and robust TV audience measurement system.