BARC unlocks ADRS for news and special interest genre

BARC India has detailed the methodology and the review process behind the Augmented Data Reporting Standards (ADRS) for subscribers. The data for the news and special interest genre will be based on the ADRS on a four-week rolling average.

According to the BARC, the ADRS meets the needs of the media trading ecosystem.

The BARC India, with the help of the technical committee, had reviewed the reporting standards for news and special interest genres.

Planning of media and advertising, campaign evaluation can continue seamlessly, as it was earlier, with the currency data. And single login for rolled and unrolled currency databases ensures continuity with past data. Agencies can continue using the Planview module and plan for individual news and special interest channels. Also, YUMI modules and analyses can be navigated in the same manner as was possible earlier.

Genre-language of all channels will be analysed and updated once every quarter based on the playout data from the previous three months. Similarly, the same for a new channel (which joins in the middle of a quarter) will be calculated based on four-weeks playout data during the channel’s onboarding process. In order to facilitate this process, the policy for onboarding new channels will be changed from a period of a minimum of four to eight weeks for the entire ecosystem.

From week 10, 2022, news and special interest genre channels’ data will be released weekly as per the Augmented Data Reporting Standards.  

Two databases

BARC intends to release two separate databases. One is the currency database and the second is the unrolled database.  

The currency database will be released in YUMI to the entire ecosystem and will serve as the transactional currency for the Indian advertising audience marketplace. There will be regular daily audience estimates for all other channels.

The unrolled database will carry regular daily audience estimates, which will be released weekly, to broadcasters with one or more channels for news and special interest genres. The technical committee of BARC has decided to release this unrolled database only to broadcasters for their internal analysis. It is not part of the database that is available to the entire industry. The data under this category will be made available through a separate YUMI database and license. Each broadcaster will receive up to two licenses to access their data. The data cannot be used for the selling of advertising or for marketing or promotional activities or shared with the media.

Customized Event Reports    

CER or Customized Event Reports will provide data on pre-defined demographics and audience estimates for geographical regions. Broadcasters will be provided three non-transferable CERs quarterly for each of their channels. A maximum of two CERs per month can be availed. Reports will be generated based on unrolled data for special news events, premieres, marquee shows, etc. The CER quota will first be made available on request from data of Week 14 2022. Broadcasters can use the CERs for the purpose of socialising/marketing communications, and sharing with trade/media. However, this would be as per BARC India Fair Usage Guidelines.

In order to release a CER on the day of the data release, broadcasters have to notify the BARC India latest by Monday of that week.

The CER quotas allotted to a channel, cannot be carried forward, shared or transferred between channels, as they would be linked to the WM ID of the respective channels.

Past data release

As per MIB guidelines, only the data prior to the week 10 2022 (week 49 2021 to week 9 2022) will be released. Only the rolled data will be released for this period. Broadcaster at liberty to opt out from availing the past data.

Data of all channels that opt out will be clubbed together as ‘other channels.’

Data of channels that do not opt out will automatically be published and will be available to all YUMI subscribers. The opt-out option for news channels for the past 13 weeks’ data is a one-time choice that cannot be changed thereafter.