Media agencies all set to subscribe to BARC
In a recent advisory sent by AAAI (Advertising Agencies Association of India) to all agencies concerned, to subscribe to BARC. They have urged media agencies to cancel their subscription with the existing ratings body TAM.
Some agencies have already written to TAM to cancel their existing subscription. Since it was a long weekend other agencies will follow the suit in due course.
The cancellation would be effective from 31st March 2015.
Industry sources confirmed with us regarding the cancellation of subscription and subscribing to BARC. They also indicated that the other members of TAM will cancel their subscription in the following week. Also it is not possible to subscribe to two measurement systems.
BARC has been holding roadshows every on Monday so that the industry understands the system. Their last training will be held today.
BARC is likely to roll out its operations from the first week of April.