BARC sets the rules of the game

Trade publications are inundated with ads claiming to be Number 1. These ads are, of course, supported by numbers from various media measurement systems.

This data is occasionally picked for the time slots, audiences and regions as suits the advertising media owner’s best interests.

BARC has, however, now announced specific guidelines for usage of its data in public domain. Its official document clearly defines the standards claims of leadership must meet:

i. Clear definition of target audience within BARC India audience taxonomy
ii. Clear definition of comparison set
iii. Period of comparison to cover at least 4 consecutive weeks
iv. Period of comparison to cover at least 4 consecutive clock-hours
v. All data must be available directly and without interpolation or extrapolation from the BMW.

It also mentions the tests that must be applied before making a claim of leadership:

I. The period of comparison must cover at least four consecutive weeks of data
II. The period of comparison must cover at least four consecutive clock-hours of data
III. The tabulations used must be direct outputs of BARC India’s BMW user interface. Any number derived by extrapolating or interpolating BMW outputs is not permitted for use in the public domain.
Click here to read the complete document on BARC site or to download it. https://game, 

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