The Indian Society of Advertisers (ISA) has issued a warning to its members, advising them to make educated judgments regarding running advertisements on such platforms, as numerous news broadcasters have threatened to leave Broadcasters Audience Research Audience (BARC) India. According to sources, in the event that any channel abandons BARC ratings, ISA members are considering a policy of “No measuring, No advertising.” On April 27, the ISA advisory was sent to all AAAI members. The BARC started issuing news ratings on March 17 after a 17-month absence, following a request from the Ministry of Information and Broadcasting (MIB).
The audience figures for news and information channels are calculated using a four-week rolling average. Due to apparent anomalies in the rating system, NDTV Limited, which owns and operates NDTV 24×7 and NDTV India, previously withdrew from BARC India. The news broadcasters are disappointed because they believe the BARC has failed to address their concerns, such as landing page exploitation for viewing benefit, the delay in performing the Broadcast India research, and the danger of unscrupulous elements meddling with the panel. The Indian Society of Advertisers (ISA) has issued an advisory to its members, urging them to make educated decisions about running ads on such platforms as Broadcasters Audience Research Audience (BARC) India, where several news broadcasters are considering leaving.
In the event that any stations lose their BARC ratings, e4m learns that ISA members are debating ‘No measurement, No advertising’ unofficially. According to reliable sources, the ISA advisory was delivered to all AAAI members on April 27th. Following a directive from the Ministry of Information and Broadcasting (MIB), the BARC resumed providing news ratings on March 17th, after a 17-month hiatus. On a four-week rolling average basis, the audience figures for news and infotainment channels are being issued. NDTV Limited, which owns and operates NDTV 24×7 and NDTV India, has already pulled out of BARC India due to apparent flaws in the rating system. The news broadcasters are dissatisfied because they believe the BARC has yet to address their concerns, such as the usage of a landing page for the purpose of gaining an audience, the delay in conducting the Broadcast India research, and the possibility of panel tampering by corrupt forces.
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