Mumbai : As the User Software training program of Broadcast Audience Research Council (BARC) India reaches its last week of training sessions across Mumbai and Delhi, the team is gauging the encouraging and positive response from all those who attended the BMW sessions.
As BARC gets ready for its ‘soon to be launched’ commercial services, broadcasters and media agencies are being contacted and being informed about BARC India’s pricing philosophy. BARC India has designed a standard pricing model for its principal stakeholders in keeping with the spirit of transparency and equality. While the industry as a whole will pay out roughly the same amount as it would have been paying, the way it works out to individual entities would be more scientific, objective and different.
The pricing philosophy for broadcasters is a flat cess as a percentage of net TV advertising billing. This cess percentage will be constantly reviewed at periodic intervals to account for any change in the base cost due to change in sample size, etc.
The philosophy for media agencies is based on the Equaliser model, which works on three parameters that distinguish one agency from the other:
- Billing (Number of clients serviced by the agency)
- Footprint (Markets being catered for planning and servicing, for example, All India, HSM, South, etc.)
- Scale (Number of categories handled by the agency)
Weights have been assigned to each factor to arrive at the final pricing, which has been designed and vetted by Ernst & Young.
Discounts on early payments, premium subscription packages, customised reports, etc., have all been laid out for the customers to choose from.
In continuation of its technical prowess, BARC India has designed a secured online pricing widget, wherein both broadcasters and agencies fill their respective subscription details basis which proposals are sent out. This time again, BARC India has got the timing right and planned the rollout of pricing well in advance to ensure sign-ups, installation and acquaintance of BMW happens before the commercial rollout.
