IAMAI suggests advertisers pay 0.25% of media spends to strengthen BARC measurement

The association also mentions that ISA and AAAI are not much involved in measurement currency

MUMBAI: Presenting counter comments to the Telecom Regulatory Authority of India (TRAI) consultation paper on BARC TV viewership measurement, the Internet and Mobile Association of India (IAMAI) has said that advertisers can pay 0.25 per cent of their media spends for TV viewership measurement every year. It will not only help them in making judicious investments but will also largely contribute to the process of increasing panel size for audience measurement.

The association noted this in response to the question asking about methodologies and technologies to rapidly increase the panel size for television audience measurement and the related commercial challenges. It wrote, “Use of multiple technologies such as peoplemeter, RPD, channel video players, softwares measuring the consumption of OTT and data modelling should help increase the overall sample size without commensurate increase in the costs. Advertisers can pay 0.25 per cent of their media spend for measurement every year to make the currency more robust which in-turn helps them to make judicious investments.”

IAMAI also stated that it feels Indian Society of Advertisers (ISA) and The Advertising Agencies Association of India (AAAI) members, who hold 20 per cent share each in BARC, are not much involved in the currency.

It mentioned in its counter comments, “At present, IBF owns 60 per cent of BARC and 20 per cent each is owned by AAAI and ISA. As a result, IBF has a greater say in the functioning of BARC. However, globally, higher percentage of revenue is contributed by media owners.”

“In past TRAI consulting papers, most contributions also came from the media owners. It seems ISA and AAAI members are not that involved with overall currency. Consultation with these constituents may help ensure equal contribution in functioning of BARC by all the three industry bodies, irrespective of the share of revenue contributed. Presently it is felt that with 60 per cent share IBF controls day-to-day functioning of BARC and future course of action,” the comment further read.

IAMAI also vouched for introducing a competitive currency of viewership management; one based on peoplemeter and the other based on RPD.

It noted, “We can do this for different types of data, whether from the set-top box in the home or mobile services that enable subscriber viewing on tablets or phones. This will add Digital Viewership Measurement, which is currently missing.”

“The 2nd study of RPD can be done with Internet and Mobile Association of India (IAMAI), who represents most of the digital media and publishers, in partnership with relevant stakeholders,” its comment mentioned.

Most of the broadcasters, in their responses to the paper, had denied the need of introducing competition in the viewership measurement domain, citing reasons like it would lead to chaos and duplication of data and skewing of results to the convenience of a few stakeholders.

TRAI had released the said consultation paper in December last year to seek suggestions on how the existing TV viewership management system can be made more robust. It asked several important questions to various stakeholders, including if the current measuring system is apposite, should the sample size of the population be increased, and related commercial viabilities of the responses.

The stakeholders were asked to file the comments by 2 January and counter comments by 16 January. However, the dates were further extended to 2 February and 16 February, respectively.

Latest Reads
YKBK48 Entertainment (P) Ltd launches “DEL48” & “MUB48” the Indian Chapter of the Sensational Japanese concept, “AKB48”

MUMBAI: YKBK48 Entertainment Private Limited launches DEL48 and MUB48 in India, the sister groups of the Sensational Japanese Concept, AKB48 Group. Sensational Idols like Rannvijay Singh, Hina Khan, Sangram U Singh inaugurated the event at the Grand Hotel in Vasant Kunj, New Delhi.

Television TV Channels GECs
Star maintained leadership in Hindi GEC urban in BARC week 24

MUMBAI: Zee TV and Star Plus interchanged their third and fourth positions respectively as compared to the last week in Hindi GEC (U+R) according to the Broadcast Audience Research Council India (BARC) data for week 24 of 2019. In rural areas, Star Bharat and Sony Pal exchanged their eighth and...

Television TV Channels Viewership
ICC World Cup 2019: Star India network registers 315 mn viewers during first 2 weeks

MUMBAI: Continuing the momentum from week 1, the action in the ongoing ICC Cricket World Cup 2019 is getting hotter with every passing week. The first 2 weeks of the tournament has seen 315 million* viewers tuning into Star Network from across the country. Television viewership delivered a...

Television TV Channels Sports
Sony Entertainment Television’s superstar singer to bring forth singing ka kal

MUMBAI: After a successful season of Super Dancer, Sony Entertainment Television (SET), is all set to bring forth an exciting new journey, with its latest offering #SuperstarSinger. SET enjoys a stronghold in the weekend non-fiction genre and this show comes as a clutter breaking homegrown IP that...

Television TV Channels GECs
Watch the Indian Army’s Legendary Warriors in Action in ‘61st Cavalry - India’s Horse Warriors’

MUMBAI: HISTORY TV18’s new documentary brings to life the mettle of India’s iconic horse warriors in battle and show cases the modern day avatar of the Indian cavalryman. The original production “61st Cavalry - India’s Horse Warriors” premieres exclusively on HISTORY TV18 on 24th June’2019, at 9 PM

Television TV Channels Factual @ Discovery
Clovia and Colors TV enter into a strategic collaboration

MUMBAI: Clovia, India’s fastest growing lingerie brand, has partnered with COLORS TV for an exclusive sleepwear collection called the ‘STARLIT collection’ which will be worn by characters from the TV shows on Colors. The collection was launched in April this year.

Television TV Channels GECs
Dailyhunt acquires local play to boost its Hyperlocal presence

MUMBAI: Bengaluru-based Dailyhunt, India’s #1 news and local language content application, today announced that it has acquired Local Play, a Bengaluru-based hyperlocal video content & news content application. The acquisition underscores Dailyhunt’s aggressive strategy of attracting new users...

Television TV Channels News Broadcasting
ZEE partners with for Media HR Summit 2019

Since inception, has always attempted to sincerely engage with India’s media and entertainment industry in a bid to offer innovative content and broaden the scope for dialogue.

Television TV Channels GECs
SPN India adds Happy India HD pack to its bouquet

MUMBAI: Three months into the new TRAI tariff order regime and Sony Pictures Network has a plan to woo consumers. The broadcaster in its RIO mentioned a new ’Happy India HD’ pack. The pack costs Rs 70, which includes channels such as SET HD, Sab HD, Pal, Max HD, Max 2, Sony Wah, Mix, Sony Yay, Sony...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories