BARC data likely to be reported weekly
It is also working on an ingenuous pricing model for inclusivity, equality and transparency
BARC has made more announcements in terms of its structure and design as well as providing data.
With a mandate to provide information on ‘What India Watches’, BARC intends to go wider and deeper. In the first batch approximately 70% of our meters will be in urban and ~30% will be in rural. The frequency for reporting is likely to be weekly. However for certain data types (depending on viewership numbers), it might aggregate the same either by period or time-band or geography. Announcement to that effect will be made after BARC has validated the data.
As far as pricing is concerned BARC has reported that it is working on an ingenuous pricing model to capture the principles of BARC India of inclusivity, equality and transparency. After necessary iterations and approvals it will be revealed closer to launch.
All the channels that have watermarking will be monitored. All the major channels are being watermarked.
With respect to reporting being available at DTH vs Digital vs Analog, BARC has stated that all decisions on reporting will be taken only after reviewing live data. While currently its focus is to report accurate data for the television viewership, BARC India has declared the technical capability to capture data across screens and therefore it will do so going forward. A senior police official is being appointed by BARC INDIA for heading vigilance.
BARC India is aiming at releasing viewership data and adex data simultaneously. Regarding the overlap between TAM and BARC INDIA data, BARC has stated that in any country there is only one currency which operates for trading TV advertising inventory. TAM being a proprietary set-up, may continue to report data; however industry bodies would eventually be moving to single currency.
Very few households currently have multiple televisions and BARC would not report this number separately though it will measure multiple TVs, wherever it is, in sample households. BARC has stated that if any MSO wants their channel to be measured, they should invest in the embedding technology.
BARC India will not support or endorse Rural Only as the figures are statistically invalid, that’s precisely the reason why rural won’t be reported separately as a gold standard by BARC India. Once the sample increases from 20k to 50K, it will have the capability to report rural also separately.
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