BARC Full Form
BARC Full Form-What Exactly is BARC? An Overview of the Department : BARC in India is a joint-industry body founded by bodies that represent Broadcasters , Advertisers and Advertising & Media Agencies.
BARC Full Form
|Broadcast Audience Research Council|
What is BARC?
BARC India measures the viewership of India’s TV channels. The BARC (Broadcast Audience Research Council) is a joint industry body founded by bodies that represent Broadcasters (IBF), Advertisers (ISA) and Advertising & Media Agencies (AAAI). It is also the world’s largest television measurement science industry-body. BARC is the benchmark which advertisers and media planners use to judge the success of their ad campaigns. If a campaign is successful, it gets labelled as a BARC rating. A BARC rating denotes the success of the advertiser’s ad campaign. So, if the average BARC rating for the particular media channel in the country is over three stars then it means that the advertisers have a really high chance of their ads being effective.
BARC’s Objectives :
BARC India is working towards unifying the TV advertising industry and making television an integral part of the content marketing strategy. BARC India also holds the annual Innovations Exhibition in order to showcase the latest technology that India is using for Television Advertising. BARC India has set the benchmark in collecting viewership data of Indian Television Audience. We help clients analyse their budgets and make strategic media planning decisions. Our technical research arm, BARC India Research Bureau (IBR), conducts sample surveys across the Indian Subcontinent, thereby providing households with up-to-date and accurate audience measurement. BARC India Research Bureau (IBR) is also the author of the book ‘The Data Driven Ad TV Entertainment’.
How does BARC work?
All advertisers from all across the country as well as the regional and local channels – news channels, movies, music channels, daily soaps, sports, regional, and foreign channels – are brought on a single platform and their digital transactions are made through this platform. It collects its viewership data from various sources like Nielsen/TCS, TAM services, analogue viewing and viewership reports from operators like DTH/DTH+/TSS. They also use age-old BARC methods and statistical model to carry out accurate projections. The response from the industry to the BARC India measurement is extremely positive. They have seen that the industry spends approximately Rs 65,000 crore on advertisements for the Indian market and hence it is a pretty great way to gauge the size of the market.
The BARC Basic Measurement Methodology :
The primary objective of BARC is to offer a data based tool to measure television viewership in India by following a methodology which is acceptable to all the stake holders. The methodology is based on the concept of Day light saving offset (DLSOR). The data is provided on all Indian diaspora channels (BSNL), DD National, Doordarshan, and All India Radio. BARC-oDSDSR – All India DLSOR (BARC) All India DLSOR (BARC-oDSR) is the extrapolation of DLSOR on the base of the live broadcast feed provided by All India Radio and Doordarshan. There are certain seasonal variations in DLSOR which means we get DLSOR data for DLSOR from a fixed time period. This means, for instance, a specific town or locality could have DLSOR data for the time period 5.00am-11.00am.
Talking about ad rates and media spends, TV and print are two very different propositions. While ad rates are higher in TV, media spends are lower. TV, on the other hand, provides audience share and measurable reach. Given that, advertisers across TV and digital should spend more in TV than in digital, in order to achieve desired objectives. In 2017, spending on media in India is expected to grow 10.3% to INR 156.9 billion. Although the share of digital, which reached INR 71.5 billion, grew by 15%, the share of TV increased from INR 132.4 billion to INR 135.3 billion. However, as BARC reports, the TV advertising market remains a high-growth market with strong fundamentals.
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