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ISA & AAAI to discuss ratings issues with BARC today?

BARC’s official statement stating that it was the only registered television rating company in India and TAM’s rejoinder to it intrigued us at Adgully.com. In a quest to figure out the facts we connected with a few senior industry professionals. While most preferred not to discuss the subject, we were advised to find out how much of a difference it really makes to the industry whether the measurement body is registered or not.

A senior industry professional informed us on condition of anonymity, “Industry wants clean data and BARC needs to put its act in place and get the glitches out. There are 30 odd issues which need to be resolved. Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) are meeting BARC tomorrow to discuss the rating related issues with BARC.”

Earlier in the day, yesterday, an official communique by BARC India declared that ‘BARC India, a Joint Industry Body (JIB) has been granted registration for operating as Television Rating Agency under the Policy Guidelines for Television Rating Agencies in India by the Ministry of Information and Broadcasting.’

The release further added, ‘BARC India is happy to have the support of all its stakeholders – broadcasters, media agencies and advertisers in our Journey so far since April 2015, when we launched with Wk 16 Data Reporting 10,760 HHs (1L+ C&S) and later in June 2015 when we published Wk 21 Data Reporting 47,293 Individuals.’

The release claimed that BARC is the only registered television audience measurement system in India, and the same was reconfirmed by Partho Dasgupta, ‎Chief Executive Officer, BARC India, who replied to an Adgully.com message reaffirming, “we are the only registered Rating Company in India.”

In a quick response to BARC release came a one line communique from TAM, “As per the last update received from MIB officials on TAM’s registration under Policy guidelines dated 16th Jan, 2014, they informed us that TAM’s registration is under process”.

Watch this space for more updates on audience measurement system debate.

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