ITV

Tag: Universe Estimation Study

  • Challenges behind setting up BARC India & the way forward

    Challenges behind setting up BARC India & the way forward

    The launch of Broadcast Audience Research Council (BARC) India, a joint industry body, in 2015 was one of the biggest developments of the year in the media industry. Its launch was proof that the three stakeholders, namely the broadcasters, advertisers and media agencies could come together and set up a robust and transparent system in the quickest possible time.

    The key to BARC India’s successful rollout was in building a strong team along with top-notch vendor partners who understood our needs. The advantage was that we were able to find the right resources who ensured that the smooth ratings rollout happened within the shortest possible time.

    BARC India was formed with an aim to bring in robustness and transparency to the whole television viewership measurement system. This was achieved by introducing the sector to the new Watermarking technology for measuring TV viewing habits and also using the New Consumer Classification System (NCCS) for understanding the lifestyle of the viewer. The sector now gets a more inclusive and fair representation of  “What India Watches.

    BARC India has been set up at the back of huge expectations from the industry that needed a new TV viewership measurement body, which was representative and robust. This meant that we had to ensure that each and every step by BARC India was being taken in the right direction. It was for this that we decided to make technology our differentiator to give precise and high fidelity ratings. We also opted for a multi-vendor model, instead of a single vendor who could do everything. The reason for this was that we wanted to make the system more robust, high integrity and cost efficient. This has worked in our favour. 

    The other big challenge we faced was funding. We innovated here as well and ensured a smooth financial closure without the stakeholders investing cash in the business. 

    2015 was the year for the launch of a new television viewership measurement system in the country and now in 2016, we will only grow better and bigger. The first in the pipeline is the rollout of the meter management company, which we had announced last year as a JV with TAM India. The year will see the industry using television viewership data on the go with our new BARC India app. The work on Universe Estimation Study has begun and the findings will throw relevant insights on the landscape of television viewership measurement in the country.   

    The year 2016 will see the industry try another innovation christened as VAL-ID (Video Asset Linked ID), which will make life easier for the ecosystem for monitoring and measuring commercials.

    After a fruitful 2015, BARC India is all geared up for a great 2016.

    (These are purely personal views of Broadcast Audience Research Council (BARC) India CEO Partho Dasgupta and Indiantelevision.com does not necessarily subscribe to these views.)

  • Nielsen to conduct India’s TV universe estimation study for BARC India

    Nielsen to conduct India’s TV universe estimation study for BARC India

    MUMBAI: The Broadcast Audience Research Council (BARC) India has assigned Nielsen to conduct India’s largest universe estimation study on television ownership and viewing habits.

     

    The study will provide the marketing industry with an in-depth understanding on count and composition of television households in the country, with updated numbers over time as industry currency, addressing questions such as number of televisions per household, viewers and viewing habits.

     

    As part of the study, Nielsen will cover three lakh households sample size, and the first round of findings will be released by BARC in early 2016. This by far is the largest study of its kind. The technology used ensures a quick turnaround hence the data will not get dated when released.

     

    With a focus on providing a robust and expanding panel to measure television ratings in the country, the study will also gather data on television owning households in small towns and rural India. As an additional layer to measuring television audiences, the study will capture the paradigm shift in content viewing between linear mediums like the television set, and also digital mediums such as smartphones, tablets, PCs etc. 

     

    Nielsen was chosen after a rigorous pitch process, and was awarded the contract based on their superior understanding of the environment and challenges; and the use of novel technology and processes.

     

    The study will be conducted using innovative technology, and with a digital focus. Tools and methods like Computer Aided Personal Interviews, GPS technology and Phone number validation via OTPs will be deployed to ensure greater efficiency in the interview process, increased accuracy and transparency through the end to end process.

     

    BARC India CEO Partho Dasgupta said, “As we introduce a new system of television ratings in the country, we are also cognisant of the need to understand the changing  television audience across the country. This pioneering study will help address many questions faced by the industry today, and be a ready reckoner for marketers and advertisers, besides helping the panel expansion for television measurement as well. The methodology that has been selected will reduce the time taken for the study, and allow for a quicker turnaround compared to traditional methods.”

     

    Nielsen India MD Prashant Singh added, “The appointment is a testimony to Nielsen’s expertise, and we are excited about being chosen by BARC on this prestigious project. Our vast infrastructure, quality processes and latest technology in data capture and world-class standards, lends a perfect combination to ensure that this study, arguably the largest one of its kind in the country, within the media sector, gets completed in record time.”