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BARC may release ad spot reports from March
MUMBAI: Broadcast Audience Research Council (BARC) is considering an early rollout of its ‘spot monitoring’ service. Spot monitoring will give reports on the ad spots and promos, like AdEx analysis by TAM.
“BARC is ready with play-out monitoring and can provide spot reports,” said an executive.
“Since there is a possible rating-dark period ahead, agencies and advertisers will find it difficult to do business effectively. Thus, the three industry bodies are discussing whether BARC can come out with those reports from early March,” he added.
Incidentally, TelevisionPost.com reported last week that broadcasters would terminate their subscription with TAM, and that advertisers and advertising agencies could be doing the same.
Another executive from a media agency said that though a final decision on this is pending, it is most likely. When asked about rating data, he added that it would be mid or end of April.
While BARC has maintained that it can only record the ratings of channels that are audio watermarked—280 at present—for spot data, it will not need the same.