BARC releases statement on landing pages, confirms e4m story on reach outliers

The process is also under review by the board, says the statement

by exchange4media Staff
Published - Jun 13, 2019 4:08 PM Updated: Jun 13, 2019 4:08 PM

BARC has confirmed exchange4media’s story on neutralising outliers.

The body has released a statement saying: "As per representations received from various stakeholders and as per our board mandate we are in the interim reverting back to our earlier process for treatment of landing page. The same will be reflective  from Week 23 onwards till further notice.

The process is also under review by board.

BARC India cannot identify landing pages. It has been identifying reach outliers. This practise is followed for all channels but the impact is more pronounced for smaller viewership channels like English news, business news and not for genres like Hindi GEC etc.”

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