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Industry gears up to trade on BARC data

MUMBAI: Three months after the rollout of Broadcast Audience Research Council’s (BARC) television viewership ratings, all three stakeholders—broadcasters, advertisers and advertising agencies—are now getting ready to start trading on the data.

In simple terms, the buying and selling of airtime for advertising on TV will soon begin on the basis of BARC ratings. Until March 2015, the industry used viewership data provided by TAM.  In the interim, time was given for the BARC data to get stabilised.

Senior media agency executives have expressed some concerns that are being ironed out. A committee has been formed to discuss and resolve these issues.

ParthoBARC India CEO Partho Dasgupta told that subscribers have tested the software (BARC India Media Workstation) for some time and are now providing feedback on it. “It [software] has been with the subscribers for some time and now they are figuring out what all they need to start trading.”

“Until March, trading was happening on TAM data. Now the industry will start using BARC data. So obviously, both buyers [advertisers as well as agencies] and sellers [broadcasters] are getting ready for it. They want some more features in the software, which we are taking care of. Some changes were made today, and some will be added in the next two weeks,” Dasgupta added.

These changes include 1) Weekly-to-Daily Weighting; and 2) Updation of Planview Module.

The segregation of markets and target is also in development, and will be applicable across all modules and Planview by Week 31.

Additionally, the new software version will show individual and household targets separately, and in the BMW software, minimum reporting rules will be applied daily.

“We had a couple of sessions with AAAI and ISA in the past two weeks. Based on the input, we have made some changes today, while some are scheduled for Weeks 30 and 31. We welcome the views of advertisers and agencies, and will incorporate them as needed,” he added.

Meanwhile, BARC is gearing up to launch rural data in September.