Mumbai: Broadcast Audience Research Council (BARC), the joint industry viewership measurement body is celebrating the successful journey of 100 weeks of reporting what India watches.
The CEO of BARC India, ParthoDasgupta and BARC India’s twitter handle tweeted “Thank you everyone who has been part of the journey #BARC100weeks”
BARC India, a non-profit body of the Indian Broadcasting Foundation, Association of Advertising Agencies of India and Indian Society of Advertisers was incorporated in 2010 and is based in Mumbai. After nearly two years of being in the making (2013-2015), BARC’s new ratings system formally rolled out in April 2015 with the support of most of the broadcasters across India opting to subscribe the data.
The agency has around 20,000 panel homes after merging the meters of TAM under the Meter Company and it is looking to scale up the size of its panel homesto 30,000 shortly.
BARC India created a majot impact in the approach of Indian TV Industry towards Rural market with the launch of rural ratings in October 2015. With a waiatge of 52% the Rural market has gained significance that has altered the equations of Free-to-Air (FTA) market across India.
In April 2017, BARC India also announced the phased roll out of digital measurement service in partnership with Nielsen India under the umbrella brand EKAM in 18-24 months. EKAM Pulse, EKAM Beam, EKAM Stream, EKAM Ad-Scan and EKAM Integra are the five products that have been designed based on industry-specific needs.
With the huge volume of TV households being analysed by BARC India, it is the world’s largest television audience measurement service.