The government’s recent proposal to amend the norms for television ratings system in India, currently monopolized by Broadcast Audience Research Council (Barc), encouraging big tech and other private entities to set up their own rating agencies could spark competition and help create more credible cross-platform audience measurement systems, experts said.
The current system of measuring television rating points, which indicate the popularity of TV programmes and the time slot when most viewers tune in, is used by brands to place their advertisements for maximum impact. However, TRPs are restricted only to linear TVs, meaning they gauge viewerships only for cable TVs and direct-to-home, with no insight into streaming platforms or connected TVs, making it difficult for brands to make confident ad spend decisions.
