Oversight committee okays BARC policy on data validation & outliers

15 Oct,2019

By A Correspondent

In June 2019, the Broadcast Audience Research Council (BARC) India had appointed an oversight committee to review its data validation and outlier policy which identifies and eliminates outliers including reach outliers. The two-member committee led by former BARC chairman Nakul Chopra and media research veteran Praveen Tripathi has successfully submitted its report to the BARC India board.

The committee has stated that the current process is accurate and unbiased and recommended BARC India to continue to follow the process as it is. Notes a communique: “According to the committee, there is no manual intervention in the process for treating outliers. The entire process is driven by robust algorithms and rules which makes the process unbiased. This is applied to all channels in a fair manner which in return helps BARC India give transparent and reliable data to its subscribers. Over the last 4 years this process has been enhanced and made more robust. New learnings and increased automation has been incorporated with every change. The committee is also working closely with BARC India to further automate the identification and treatment of landing page.”

The committee also recommended that BARC India should appoint a permanent oversight committee which acts independently from a maker-checker standpoint. The Board is reviewing the report and will decide on a concrete plan in the near future.

Said Punit Goenka, Chairman, BARC India: “The oversight committee has successfully submitted its report which should reinforce the faith of industry in the process. We have always ensured the fairness and transparency of all our processes and are proud that the findings of the committee re-affirm the same. We will continue working with the oversight committee and Industry members to improve the measurement standards.”

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