BARC’s Ratings Reset: CTV tracking and baseline survey back on track

In the wake of government criticism and renewed calls to open the market to more rating agencies, it seems the Broadcast Audience Research Council (BARC) is finally ready to streamline and strengthen its operations in order to boost its rating system. 

The board, headed by Gaurav Banerjee, is believed to have discussed a plan in this regard in its last annual general meeting last month, insiders told exchange4media. 

“Initiatives which are likely to be rolled out by the end of this year are- launching CTV measurement and restarting the long-pending baseline survey– twin issues e4m has been raising repeatedly. A concrete plan to shape up these measures is likely to be finalized in the next board meeting,” a highly placed official said. 

exchange4media had reported earlier that BARC has not conducted a baseline survey since 2018, clouding the accuracy of TV viewership data — even as media consumption habits have evolved dramatically in the post-pandemic era. Besides, plans to expand household (HH) panel coverage, introduce multiscreen measurement and conduct a Connected TV survey are yet to materialize. Insiders attribute the stagnation to a lack of sustained interest among a section of broadcasters, as reported by e4m. 

“Both exercises are crucial to restoring credibility in the system. While baseline surveys help refresh and realign the panel to India’s fast-changing demographic and viewing patterns, CTV measurement is seen as the next frontier in a market with over 5 crore households having the cord-free TV,” said a TV executive. 

BARC CEO Nakul Chopra declined to comment on the development. Chairman Gaurav Banerjee also didn’t respond to repeated calls and messages. 

Litmus test 

BARC is expected to finalise a concrete plan for these initiatives at its next board meeting, likely scheduled in November. For many, this timeline will be a litmus test of BARC’s intent and urgency to act.

The industry still recalls the credibility crisis of 2020-21, when news ratings were suspended for over a year, leaving advertisers and broadcasters in limbo. Stakeholders say BARC cannot afford another delay that undermines its position. 

The urgency comes against the backdrop of pointed criticism from policymakers and advertisers alike. For broadcasters and marketers, credible and timely viewership data is the foundation of ad spends worth thousands of crores. 

Even TRAI chairman AK Lahoti recently described the ecosystem as “distorted” and advocated for the entry of multiple rating agencies, stronger tech integration, and government intervention to ensure parity between traditional TV and OTT.

“Persistent delays in panel refresh and survey rollouts have not only dented advertisers’ confidence in the TV platform but also raised uncomfortable questions about the relevance of BARC’s system. The longer BARC waits, the more it risks being seen as out of touch with market realities,” said an industry veteran.

“Some stakeholders, especially broadcasters, have been apprehensive about these exercises for a long time, fearing data they may throw up. While they dominate broadcast, their confidence in the CTV space is low as viewing patterns remain highly dynamic which may make things complex before advertisers,” some observers noted.