New TRAI tariff: Transition period viewership data unusable, says ISA
With the TRAI mandated new tariff regime coming into effect from February 1, 2019, a shift in channel availability as well as television viewership is expected. According to senior industry sources, the Indian Society of Advertisers (ISA) feels that at least 6 weeks would be required to assess the stability of the viewership numbers post the implementation of the new tariff structure.
The sources further said that the Executive Council of ISA has advised stakeholders not use to use the viewership data during this transition period for the purpose of media planning, evaluation and buying perspectives.
Given the high variance in pre- and post-evaluation of viewership data, it is seen as being unpredictable and hence, unusable.
Industry sources also informed that the ISA was working closely with BARC India to confirm when the viewership data would become stable and usable for media planning and buying.
The unpredictability of viewership data arises from the fact that the impact of the new tariff structure would vary from region to region depending on the varied distribution and broadcast landscape there.