Despite NTO, BARC India says its TV viewing estimates continue to be robust & precise

BARC India has released a paper on its sampling techniques and measurement panel's efficiency

e4m by exchange4media Staff
Updated: Sep 26, 2019 2:31 PM

BARC India has released a White Paper analysing the impact of the New Tariff Order.

This paper has explored concepts like random sampling, how random sampling performs against highly heterogeneous populations and shows how BARC India’s measurement panel remains precise and robust.

The paper says talks about how sample surveys are a widely used technique to understand the characteristics of a population adequately. Samples offer a cost-effective and operationally-effective means of capturing information such as television viewing, it says.

There are many sampling techniques – such as those employed by BARC India – that make precise viewing estimates more likely. The NTO has increased the fragmentation of television viewing and the availability, and thereby possible reach, of individual channels has reduced, the paper says.

Due to various panel rotation factors, BARC India has been continuously recruiting new households into the panel. Each of these new households are randomly sampled from the ground under new ground realities thereby allowing the panel to naturally evolve with on-ground changes.

BARC India’s panel has stood the test of ground level changes, the paper says.

Despite changes in the distribution ecosystem, BARC India’s television viewing estimates continue to be robust and precise, thanks to the robustness of the sampling methodology and process.

The Indian television and advertising industries can remain equally confident in the quality of BARC data post-NTO as well as pre-NTO.

The paper has concluded that BARC continues to deliver “What India Watches” effectively. In its journey of continuous improvement, BARC India has commissioned the next Broadcast India Study which determines the number of television owning households in the country and captures any change in the factors determining television viewing. The panel will undergo a change basis the findings of the study, the paper says.

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