Mumbai : After a month of its official launch, the Broadcast Audience Research Council or BARC has decided to release individual ratings data starting with the week of 23rd to 29th May. This data will be released every Thursday starting 4th of June.
The decisions comes after the board of directors of this joint industry body wanted to take the next step to release individual ratings data.
BARC India launched services with week 16 data from a panel of about 12,000 households from cities and towns with population more than 100,000 all India. This includes states like Jammu & Kashmir, North East and Goa, which were never measured earlier, BARC said in a statement.
Partho Dasgupta, chief executive officer of BARC India said, “response from broadcasters and advertising agencies has been very good. “While all broadcasters were using the household data to their benefit – now with Individual Ratings data releasing, media planners, buyers and advertisers can make the most of it too. This is the next launch in our series of phased launches for the world’s largest and most modern audience measurement system,”
The Individual ratings data are expected to serve the purposes of wide range of agencies and production houses to analyse the performance of programs at closer level.