TRAI directs BARC to publish viewership data publicly
The Telecom Regulatory Authority of India (TRAI) has directed BARC India to publish TV ratings and viewership data on its website with immediate effect. It may be recalled that BARC had ceased to publish TV ratings and viewership data on its website since February 14, 2017 until further notice. The viewership data is available only to BARC’s subscribers. This step has been taken following the TRAI-mandated new tariff structure coming into force from February 1, 2019.
According to industry sources, several broadcasters had requested BARC not to publish the viewership data publicly in view of the volatility of data during the migration period to the new tariff regime.
As reported earlier, the Indian Society of Advertisers, too, has advised stakeholders not use to use the viewership data during this transition period for the purpose of media planning, evaluation and buying perspectives. The 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. According to Industry sources, ISA is working closely with BARC India to confirm when the viewership data would become stable and usable for media planning and buying.