ISA advisory on TRAI order: Do not use BARC data for media planning for 6 weeks

As per a copy of the letter, available with exchange4media, the ISA has said it will take a minimum of 6 weeks to assess the stability of the viewership numbers post the implementation of the NTO

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With the new TRAI New Tariff Order (NTO) order being implemented, the Indian Society of Advertisers (ISA) Executive Council has issued an advisory saying that the viewership data from the Broadcast Audience Research Council (BARC) India during the transition period should not be used for media planning, evaluation and buying perspectives. The new order is expected to impact the distribution and broadcast landscape across the country.

As per a copy of the letter which is available with exchange4media, the ISA has said that it will take a minimum of 6 weeks to assess the stability of the viewership numbers post the implementation of the NTO.

Sunil Kataria, Chairman, ISA, noted in the letter that the “NTO is a sudden development and as a result the ability to predict the impact of this event is extremely difficult. Considering the fact that the TRAI NTO is across India, its impact will be significantly different in each region given the varied distribution and broadcast landscape of each region.”

He further added “that the variance in pre and post evaluations will be higher than the usual and will be highly unpredictable. Hence pre and post evaluation should be avoided for this period”. 

The chairman also said that the ISA will work closely with BARC to confirm when the data becomes stable and usable for planning and buying.

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