BARC decides to neutralise landing page data again

The move comes after many industry players protested BARC considering landing page viewership in putting together rating

BARC

While all eyes are set on Week 23 television rating data that is to be released any moment now, it is said BARC would most likely neutralise the outliers. As reported earlier by exchange4media, after many industry players protested BARC considering landing page viewership in putting together rating, BARC seems to have acknowledged their concern.

According to sources in know of the development, BARC would neutralise outliers and the Week 23 data would be reflective of the same.

While broadcasters have always indulged in investing in landing pages, it is only after the May 31 judgment of the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) that sets aside the Telecom Regulatory Authority of India (TRAI)’s direction dated December 3, 2018, that BARC started counting in landing page viewership in calculating ratings.

Any abnormal reach earlier was considered as outlier and rationalised and moderated by BARC, assuming it came from landing pages. Many broadcasters thus support the guidelines suggested by the Internet and Mobile Association of India (IAMAI).

Broadcasters who saw their ratings go down slammed the move, while those who saw a rise called its initial method of rationalizing ratings on account of assumed landing page deals unethical.

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