In the wake of a few news broadcasters deciding to unsubscribe and pull out of Broadcast Audience Research Council ( BARC) India, the Indian Society of Advertisers (ISA) has issued an advisory to its members, asking them to assess broadcasters without BARC data independently and make informed decisions while advertising on such platforms.
In its advisory, the ISA said, “It has been brought to our notice that some publishers may be pulling out of BARC’s rating system. As we know, BARC is a joint Industry body set up to provide accurate, reliable and timely television audience measurement systems for India. By measuring audience data, one can ensure very little advertising money is wasted. In India, television data is measured by BARC. The primary objective being to know the returns on the heavy media investments made by advertisers.”
The advisory added, “Attention of advertisers is invited to practice on some platforms which do not subscribe to the established system of measurement, as jointly agreed by all stakeholders. Advertisers may independently assess the situation and take an informed decision with respect to such platforms while dealing with advertisements.”