The successful launch of the first week ratings from BARC India is certainly a trending top of the week in Indian Media and Entertainment Industry. The first week data has, in fact, given a roller coaster ride to many with unprecedented change in positions.
Switching from TAM to BARC ratings has resulted in scenario like Zee TV witnessing a drop in GRPs in HSM market that pushed it down the order from No. 3 to No. 4 among the Hindi GECs, thus helpingStar India’s Life OK to become No. 3 in order with a major gain in GRPs. On the other hand Zee Group channels in Telugu (Zee Telugu) and Marath (Zee Marathi) emerged as numero uno channels from down the order in respective markets.
Similarly, in TN Market, Sun TV has posted a major gain in GRPs while its group channels in Kannada ”Udaya TV” has lost its leadership position to Colors Kannada (erstwhile ETV Kannada) and in Telugu ”Gemini TV” losing out to Zee Telugu to bite the dust in bottom at no.4.
However, the broadcasters are not willing to jump in to conclusion as the present data released by BARC India are very indicative and the real figures with perfection will start emerging from June or July only.
For Instance many regional broadcasters who got the watermarking done at a later stage were not visible in the 1st week ratings data of BARC India and this has created some kind of confusion in the regional markets like South.
The data released by BARC India shows Star Plus as the leading Hindi general entertainment channel in the country (Hindi-speaking markets), Zee as strong in regional channels like Telugu and Marathi, Aaj Tak leading in Hindi news (Hindi-speaking markets) and Times Now on top in English news category in all India market.
Like every year, IPL days have put Sony Max back in a strong position while Viacom has seen its Colors Kannada emerge as a market leader in the huge Kannada market with its kids channel Nick ruling the kids category at All India level. Discovery is the leading infotainment channel in India. In English business channels, (NCCS A)ET Now is the leader.
“The base for the much awaited BARC India data is the New Consumer Classification System (NCCS), which is very different from the earlier one by TAM. The new SEC system will enable smarter decision-making processes with the new socioeconomic consumer classification.
So, when you read BARC India data you have to understand that it represents present day India in all its realities. For example, as per the data we have—46% of TV-owning households are in NCCS A & B. This is borne out by the consumerism and aspirations we see in India today. In the TV household universe in our system, Kerala has seven 1 million plus towns versus only one in the erstwhile system based on 2001 census,” said BARC CEO, Partho Dasgupta.
This first data released by BARC includes 1 lakh + C&S markets which corresponds to a sample size of 10,760 households. BARC India will actually monitor 12,000 sample households for this, using a stratified random sampling technique that is proven statistically.
This will go up to 20,000 reporting homes, with addition of the less than 1 lakh urban markets and rural areas to represent “What India Watches” in line with the Government of India, January 2014 notification.
With over 300 channels being watermarked with this world’s leading technology for measurement, BARC India relies heavily on the technology backbone, which is state of art.
Technology will also help BARC India to be future ready and increase robustness.”With an aim to bring in utmost transparency within the ecosystem, BARC India will certainly be the best solution to report what the nation is actually watching,” said Punit Goenka, chairman BARC India as well as MD & CEO, Zee.
But like Sanjay Gupta, COO Star said on Tuesday, the big change will come in June in Phase II.”But for now, the redefinition of SEC to NCCS will give sharper insights since BARC India has linked it to consumers. This will give consumer insights and unlock value for advertisers.”
Ashish Bhasin, chairman and CEO, South Asia at Dentsu Aegis Network, said that once BARC goes to the rural level things might change because one will actually get to know what India is watching.
“At the moment, in the current system, we only knew what a few towns, or a few large cities were watching. The new system might throw up differences that may make people change their strategies in the long term,” said Bhasin.
He expects that rural coverage may be interesting to see if there is a change in the pecking order.