Page 6 - Barc
70% out-of-home TV viewing comes from sports, 10% from movies: BARC India
Sports-heavy weeks have had many restaurants/pubs/lounges showcasing channels airing matches
 "70% out-of-home TV viewing comes from sports, 10% from movies: BARC India")
BARC to provide digital measurement
Audience measurement agency Broadcast Audience Research Council of India (BARC) has announced the phased rollout of a digital measurement service, with the brand name and logo of its products in this regard. The dearth of digital viewership and advertising data is known. While individual publishers do generate enough and more data at their end, there is no common currency to compare different platforms on digital media. Advertisers, hence, face a problem in deciding what to spend here. "While each (OTT or digital content streaming platform) individually has a lot of analytics at the back-end, it's only their own. Here, we'll have a common currency, which means a like to like comparison will be possible. Platforms will be able to drive value according to the growth they are seeing and planners will have a better way to buy TV and digital properties. While advertisers will know exactly what they are putting their money on. So, it's win-win for everyone," says Gaurav Gandhi, operations ..
 "BARC to provide digital measurement")
TV finds new hope in Broadcast India Survey
BARC's new baseline survey could redraw the TV map in India and allow broadcasters more bargaining power in negotiating ad rates
 "TV finds new hope in Broadcast India Survey")
BARC defends its stand on ratings efficiency
BARC said that any kind of change takes time, and the same applies for TV measurement
 "BARC defends its stand on ratings efficiency")