Barc and Tam Media Audience measurement
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BARC was established as an industry body to design and oversee an accurate TV audience measurement system in India. TAM previously held this role but was boycotted by broadcasters for flawed methodology. BARC brings together broadcasters, advertisers, and media agencies to establish transparent governance for collecting viewership data. It aims to improve on TAM by having a representative sample and designing a system that can accurately measure India's large and diverse TV audience.
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Barc and Tam Media Audience measurement
- 1. BARC and TAM
- 2. What is TAM? TAM Media Research Pvt Ltd., (abbreviated TAM)is a joint venture company between AC Nielsen and Kantar Media Research/IMRB.
- 3. What are the function of TAM? There are three major functions a. TV Ad Ex b. Print Ad Ex c. Radio Ad Ex
- 4. TAM Peoplemeter Operation Flow
- 5. Major Development June-2013, some of India’s biggest television networks had decided to stop using Television Audience Measurement (TAM) . ‘Unfair trade practices’ and ‘flawed methodology’ for years, this is the first time broadcasters have decided to boycott the system altogether. Ministry of Information and Broadcasting (I&B) came up with an independent and transparent model of viewership measurement. The Indian Broadcasting Foundation (IBF) developed its own industry measurement body, Broadcasting Audience Research Council (BARC).
- 6. Inception of BARC? BARC (Broadcast Audience Research Council) India is an industry body, to design, commission, supervise and own an accurate, reliable and timely television audience measurement system for India. BARC India brings together the three key stakeholders in television audience measurement - broadcasters, advertisers, and advertising and media agencies, via their apex bodies. BARC India seeks to establish a robust, transparent and accountable governance framework for providing the data points required
- 7. Need for a reliable audience measurement? Over 160 million television homes in India covering a population of 800 million. News on television keeps India updated with the latest information. “Infotainment” channels unravel the mysteries of science and technology. Creating programming that achieves these myriad purposes across an audience with vast linguistic, cultural, ethnic, economic and lifestyle diversity. Planners, programmers and creative professionals spend their professional lives decoding what appeals to the viewer, what s/he needs and wants. A correctly representative sample is minutely measured to analyze how the viewer spent time on television todayprocess is called ratings or Television Rating Points (TRPs). The work involved in understanding this diversity, sampling data to represent the population accurately, and then providing analysis and ratings.
- 8. How does BARC collect data?
- 9. Improvement for a better television audience measurement? The solution? BARC BARC brings together all the critical stakeholders. BARC’s Technical Committee (TechCom) is composed of the best analytical minds. BARC is designing for the future, not just the present. BARC will function to the highest ethical standards.