PMAR 2020: BARC India to increase panel size to 55,000 homes this year: Sunil Lulla
At the unveiling of Pitch Madison Advertising Report 2020, BARC India CEO Sunil Lulla also said that the measurement body is working on bring Multi-Screen Measurement by the end of this year
BARC India will increase the panel size to 55,000 homes from the current size of 44,000 homes this year, BARC CEO Sunil Lulla said at the unveiling of Pitch Madison Advertising Report 2020.
Building on a large base of data and Return Path Data for enhancing audience measurement, Lulla said, “We do a broadcast India survey which goes into three lakh homes and this has been kicked off but more than that is given the enforcement of digital be it cable or DTH. There’s a lot of data that some of the contemporary set top boxes are giving back to the platforms that provide the signal. We are working with some of these platforms - both DTH and cable - to pick this data back and conduct KYC (know your customer) so that we can get demographic data based on that.” The work has begun with few cable/DTH partners by developing means to leverage Sample Return Path Data (SRPD) into the currency audience estimates.
BARC is also undertaking cohort-led measurement for select clients via their agencies. He also spoke about the ‘exciting engaging Multi-Screen Measurement’. “We kicked off a multi-screen project. As screens of attention expand between TV and Digital, BARC will enable measurement across multiple screens. BARC has initiated engagement on pilots with a few broadcasters, technology firms and global measurement experts.”
The measurement will address the need of content owners to curate content for respective screens, advertisers to plan and optimize spends on the respective platforms and agencies to improve their targeting across the screens of viewership.
Lulla also informed that BARC has few broadcasters and content owners enrolled into this. “This will happen this year as we speak. The target is to roll out at the end of 2020.”
This will result into cost-effective means of virtual panel expansion to levels unachievable through traditional sampling. It will reduce likelihood of panel tampering, thereby increasing BARC’s ability to prevent marketplace malpractice and increase precision of audience estimates through better visibility of the long-tail channels. These are currently in pilot form but the target is to roll out this service by 2021.
On PrimaVu, Lulla said, “This is a different sample and only works in mega cities. The definition is restricted but it's getting wide use when you want to sell to upscale audiences. The common notion is that those who are upscale watch different things but it's not. They may watch little more of English content and little more in HD, but they watch as much TV as the average household.”
The statistics are that Time Spent by Currency Households (6 Megacities – NCCS A) is five hours and 47 minutes and the time spent by Prima VU Households per day is 5 hours 18 minutes.
“We are in the process of working with multi screens to capture what they are doing on the digital screen, capture what they’re doing on TV,” Lulla concluded.
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