New Delhi : Television channels, media agencies and advertisers have now witnessed the maiden rating data released by BARC today (29th April).
The diversity in cultural and media consumption in the country makes the work of the BARC India the most challenging service governed by a single joint industry body for the entire country, said its CEO Partho Dasgupta on the eve of the release of data.
With the number of measured TV-viewing households likely to go up from 20,000 to 50,000 in four years, the process will become even more complex, he added.
Over 300 channels having ordered for the watermarking technology, and with over 272 channels already live, BARC India’s stakeholders – broadcasters, media agencies and advertisers – have got together some of the top vendors from across the globe offering technology and solutions. BARC India has invested 76% of its budget on technology, it is learnt.
According to Dasgupta, around 3,000 professionals have been trained with the BARC India Media Workstation (BMW). NCCS, or the new SEC system, will be the norm to follow for accurate classification and data analytics. The pre-launch and post-launch audit processes were conducted by Ernst and Young’s Florida team.
According to data sourced from BARC subscribers for Hindi GECs, Zee TV has a reason to get disappointed as the channel has witnessed major drop while Life OK rejoices with gain that helped the channel to surpas Zee TV to become no. 3 GEC among Hindi GECs.
- Star Plus leads with 490 GRPs.
- Colors at No.2 with 438 GRPs.
- Life OK has moved up to No.3 in BARC ratings with 363 GRPs.
- Zee TV has dropped considerably in BARC ratings at No.4 with 308 GRPs.
- Sab TV is at No.5 with 259 GRPs.
- Sony TV is at No. 6 with 234 GRPs.
- &TV has scored 107 GRPs
- Zee Anmol has scored 59 GRPs,
- Star Utsav has scored 47 GRPs,
- Sony Pal has scored 40 GRPs,
- Rishtey has scored 37 GRPs,
- Zindagi has scored 14 GRPs
However, still there is no clarity on regional markets like South.
Meanwhile, TAM, a joint venture of Nielsen and WPP-owned Kantar Media, is considering an urban-centric audience measurement service. There have also been rumours that BARC could well either buy over TAM’s TV audience measurement facility or turn its sole subscriber. When asked what TAM and he plan to do after BARC data is released, CEO LV Krishnan, who has helmed TAM since 2000, said: “On 1st May, I’ll still be in business and there is never an end-of-the-road for anything. There will be a new kind of a craft that we will create…”
Earlier, BARC releases universe update for 1 lakh+ CS HHs as on 1st March. The following chart shows the universe update of four major South Indian Markets :
|BARC India Universe Update for 1Lakh+ CS HH’s as on 01st March 2015|
|ANDHRA PRADESH Total||5285|