With
the billions of dollars spent annually on TV programs and commercials, reliable
TV audience information is required to evaluate and maximise the effectiveness
of this investment.
Ratings: the percentage of a given
population group consuming a medium at a particular moment.
Generally,
when used for broadcast medium, one rating point equals one percent of the
given population group. These ratings are qualitative in nature, similar to a
voting system; the higher the number of viewers, the 'better' the program or
commercial.
These
ratings, if reliable and valid, become the 'common currency' for the market's
commercial airtime. Media planners and buyers evaluate the alternative programs
offered to best achieve their advertising goals; broadcasters evaluate the
program or station’s popularity and how much to charge an advertiser for
commercials during a program or on a given channel. In cases where the channels
are funded wholly or partly by public license, ratings also provide
accountability.
It is one of the two television Audience measurement(TAM) analysis firms of India (the
other being aMap).
Besides measuring television viewership, TAM also monitors advertising expenditure
through its division AdEx India. It exists in the PR Monitoring space through
another division – Eikona PR Monitor.
BARC was being propelled as an alternate TV viewership
measurement system to the incumbent, TAM Media Research.
TAM, a 50:50 joint venture between Nielsen and Kantar Media, was
then responsible for the ratings that decide the fate of the `22,000 crore
spending on TV advertising. It enjoyed a virtual monopoly, but its job left a
lot to be desired.
Audience Measurement
& Analytics Limited (aMap) is an overnight TV audience measurement system that provides data
on television
in India such as demographics, ownership, and viewership.
aMap began in 2004 on the basis of its research
in India, which showed that a number of opinion leaders felt that the
industry required an audience measurement system
Broadcast Audience Research Council (BARC) India is a joint-industry
not-for-profit body that publishes weekly TV viewership data for India.
Broadcast Audience Research Council or BARC, now
the world’s largest television audience measurement service, has completed a
year. After its joint venture with TAM, it is now the only ratings body in the
Rs 54,200-crore Indian TV sector.
It is mandated to design, commission, supervise,
and own a television audience measurement system for India, and provides Indian broadcast sector with a real-time television rating
points (TRP) measurement system.
BARC India was set
up by the three key stakeholder bodies in Indian broadcast sector - the India Broadcast Foundation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA).
It uses Audio Watermarking technology
to measure viewership of TV channels, and the system also allows measurement of
time-shifted viewing and simulcasts. The company was incorporated in 2010 and
is based in Mumbai, India.
With the viewership
habits of over 183 million TV households (accounting for 780 million TV viewing
individuals) being analysed by BARC India, it is the world’s largest television
audience measurement service.[4] Its
measurement system is based on a sample of 30,000 "panel homes". It
launched its TV viewership measurement service in April 2015, with coverage of
C&S TV homes in towns with a population of 1 lakh and above. In October
2015, it started measuring All India TV homes (TV viewers in urban and rural
India)
BARC India was
planned and executed as an alternative to TAM Media Research Pvt. Ltd, the
audience measurement system put in place by information and insights firm
Nielsen and Kantar Media, a WPP company.[7] It
was set up as per guidelines of the Ministry of Information & Broadcasting, Government of India.[8]
·
Under
BARC, data would be available for age parameters like – children (4–8 years),
tweens & schoolers (9–14 years), youth (15–21 years), young adults (22–30
years), adults (31–40 years), peak (41–50 years), mature (51–60 years), and
seniors (61+ years)
·
The
new ratings system under BARC also measured catch-up TV viewing along with
linear viewer
- It made use
of the channel watermarking technology that video content consumption on
all platforms using an encoding process that involves inserting an
inaudible audio watermark into the content at the broadcaster’s end from
where the signal will play out
- Since the
people-meters under BARC, called BAR-o-meters, were manufactured
domestically, the ratings measurement system would be able to scale up
faster. These meters, were available at a lower cost than those imported
from various countries globally[16]
·
It
made use of the channel watermarking technology that video content consumption
on all platforms using an encoding process that involves inserting an inaudible
audio watermark into the content at the broadcaster’s end from where the signal
will play out
·
Since
the people-meters under BARC, called BAR-o-meters, were manufactured
domestically, the ratings measurement system would be able to scale up faster.
These meters, were available at a lower cost than those imported from various
countries globally[16]
EKAM
After the exit of TAM India from television measurement business in India, one of its
parent companies Nielsen has
been appointed by BARC India as it digital measurement partner.
BARC India's digital measurement
service will be made available under the umbrella brand EKAM (Sanskrit for
‘one’), and is promised to be a single platform for all measurement products,
across TV and digital.
In April 2017, BARC India announced
phased roll out of EKAM in 18–24 months.
EKAM Pulse, EKAM Beam, EKAM Stream,
EKAM Ad-Scan and EKAM Integra are the five products that have been designed
based on industry-specific needs.
o Ekam Pulse: To measure
video ad campaigns; will be the first product that will be rolled out.
o EKAM Beam: To measure
linear broadcast that is viewed on a digital device.
o EKAM Stream: To measure
both non-linear and pure play digital video content.
o EKAM Ad-Scan: A global
first-of-its-kind product which will give an overview of digital ads in India,
look at where the advertising money is being spent and which sectors are
producing more digital ads.
o
Ekam Integra: Will help the industry with common, robust and
independent audience numbers that will give more accurate incremental reach
figures. To enable this, BARC India’s TV data will be tied with Digital Video
data with the help of Single-Source and Digital Booster panels on top of the
census measurement and big data.
The move is set to be a game changer
for the digital content industry and its key stakeholders – broadcasters and
advertisers.
It is well-known that advertising
revenue is the dominant business model for most over-the-top streaming
platforms, and the ad-revenue depends largely on the reach and viewership which the platform
provides.
Nakul Chopra, President of AAAI and Senior Advisor,
Publicis Communications, has been elected as the next Chairman of BARC India.
Nakul succeeds Viacom18 Group CEO Sudhanshu Vats, who completed his one-year
tenure as Chairman.
Partho Dasgupta is the CEO of BARC India
BARC-TAM JV( A News Report )
BARC will hold 51 per cent stake in the new
company
MUMBAI, FEB 10 R
Rating
agencies BARC India and TAM India have formed a joint venture to set up a meter
management company. The new entity will be called Meterology Data Pvt Ltd (MDL)
and will commence its operations in the next couple of weeks.
Following
this, TAM India will exit TV viewership measurement business effective February
29, 2016.
Last
year, competing television rating agencies—BARC India and TAM Media – had
decided to come together to form a single entity.
In
MDL, the new entity, BARC India will have full management control with a 51 per
cent stake, while TAM India – which includes Nielsen and Kantar – will have a
49 per cent stake.
As
a part of the new system, all TAM India meters will be re-deployed in panel
homes selected by BARC India’s sample design. This joint venture will help BARC
India in growing its sample size.
Until
now, both BARC India and TAM India have been generating and reporting TV
Viewership data individually to the Industry.
Now,
with the completion of this pact, BARC India will be the single provider of TV
viewership data.
MDL’s
role will be to run and manage the meter operations and supplying raw data to
BARC India. TV Viewership data will be disseminated through BMW (BARC India
Media Workstation).
MDL
will manage the panel households and will also be responsible for future TV
panel expansions.
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