BARC issues statement on inadequate claims made by subscribers

03 May,2018

By A Correspondent


It is fashionable for the world to throw stones at measurement agencies. It happened for years with LV Krishnan’s TAM, it happened with MRUC for IRS and now the knives are being chucked at Broadcast Audience Research Council India (BARC India). BARC has received feedback from its subscribers regarding certain malicious, baseless and inaccurate statements made in public regarding its operations and organisation structure. And hence the joint industry body has highlighted a few points that all and sundry (or the other way round) need to take note of.


Here goes:

“Being an industry body promoted by IBF, ISA and AAAI, BARC India Is neither owned by any broadcaster/advertiser/agency, nor controlled by any single company. Therefore, the question of undue influence of any single entity on BARC India’s operations does not arise. It has a strict governance structure as laid down in its Articles of Association, which ensures its arm’s length relationship with all stakeholders.


IBF President, Punit Goenka said, “We take pride in saying that BARC India works in an extremely transparent and neutral environment. Its data adds immense value to industry, and we would encourage and support it to remain focused on the great work its team does, and not get detracted by false statements and unattributed innuendos. BARC India has established a measurement system at par with international standards, which should be a matter of pride for the industry.”


BARC India’s systems and processes have been accepted by industry, and also lauded in global forums. The robustness and credibility of BARC India’s data is further testified by regular audit of its processes by reputed international firms like Ernst & Young and CESP. With a sample size of 135,000 individuals across the nation, BARC India operates the largest TV sample/panel in the world – much larger than the US TV sample of 90,000.


Sunil Kataria, Chairman of the Indian Society of Advertisers added, “BARC India has provided industry with something it has been seeking – a robust and state-of-the-art measurement system that reports all India TV viewership with a high degree of fidelity. BARC India data helps advertisers reach and understand consumers even in the most remote and unexplored areas. It enables the Rs. 25000 crore advertising industry to take informed decisions since the data is truly representative of ground reality.”


President of Advertising Agencies Association India (AAAI), and BARC India Chairman Nakul Chopra said, “I am dismayed to see these incorrect and baseless remarks that have been made with no facts to support them at all. That too against the sanctity of a body set up jointly by the industry in the best interest of all stakeholders. BARC India should in fact be applauded as a shining example of how an entire eco system has come together to create a world class measurement system that is one of its kind. It should be applauded as in these positive and progressive times it provides essential and reliable data that is powering many industries make better decisions towards economic growth.”


Hmmm. Guess BARC should’ve also added a statement from the Bad Losers Society of India. Or the Nutcases Association of New Delhi.



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