SHOCKING details of HOW BARC TRP is/was/can manipulated.
Read this short thread in sequence as it contains some uncanny links, history, stakeholders, business and data science.
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Read this short thread in sequence as it contains some uncanny links, history, stakeholders, business and data science.
1/n
Start with basics:
Q. What is BARC and what do they do?
A. BARC India is an 'industry body set up' for TV audience measurement (TAM), which officially rolled out its services from Apr'15, replacing a JV of comp. Nielsen & Kantar which was performing the same task before.
2/n
Q. What is BARC and what do they do?
A. BARC India is an 'industry body set up' for TV audience measurement (TAM), which officially rolled out its services from Apr'15, replacing a JV of comp. Nielsen & Kantar which was performing the same task before.
2/n
Q. Wait! Why N&K's kicked out?
A. Long story in short- It came under serious credibility issues after NDTV sued them of whooping $1.3bn in NY court for fraud and manipulation in data in 2012.
(NDTV, those were the days😇)
Details (if interested)👇
3/n timesofindia.indiatimes.com/business/india…
A. Long story in short- It came under serious credibility issues after NDTV sued them of whooping $1.3bn in NY court for fraud and manipulation in data in 2012.
(NDTV, those were the days😇)
Details (if interested)👇
3/n timesofindia.indiatimes.com/business/india…
Q. So what happened to case?
A. Jurisdiction issue. NY said- bro! go to India. Now chuck-it to case but important part is post this mess most of channel unsubscribed from this TAM and hence birth of BARC.
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A. Jurisdiction issue. NY said- bro! go to India. Now chuck-it to case but important part is post this mess most of channel unsubscribed from this TAM and hence birth of BARC.
4/n
Q. What I meant by BARC is 'industry body set up'?
A. BARC + three key stakeholders in TAM : (1) Broadcasters, (2) Advertisers, (3) Ad & media agencies. Hence, 'industry body set up'.
BARC credibility- Certified by various industry org and recognized by Govt MIB, TRAI.
5/n
A. BARC + three key stakeholders in TAM : (1) Broadcasters, (2) Advertisers, (3) Ad & media agencies. Hence, 'industry body set up'.
BARC credibility- Certified by various industry org and recognized by Govt MIB, TRAI.
5/n
Q. How do they work?
A. Technology + Data Science. In Short- 'viewing habits' sample from (1) Households <HH> TV (they call it CP-currency panel) (2) Out-of-home (e.g. restaurants) using 'Audio Watermark' technology. Its ok if you get this gyan in tech details, move ahead
6/n
A. Technology + Data Science. In Short- 'viewing habits' sample from (1) Households <HH> TV (they call it CP-currency panel) (2) Out-of-home (e.g. restaurants) using 'Audio Watermark' technology. Its ok if you get this gyan in tech details, move ahead
6/n
You may like this one though. Easy pictorial colorful workflow- 1,2,3,4.
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Q. How do they define samples?
A. Quite comprehensive. Broadly, first they do face-to-face survey of 3Lac HH across India classify urban, rural, sex, age, lang & then recruit "few" CP if they qualify criteria.
Few difficult terrain & political unrest areas are excluded.
8/n
A. Quite comprehensive. Broadly, first they do face-to-face survey of 3Lac HH across India classify urban, rural, sex, age, lang & then recruit "few" CP if they qualify criteria.
Few difficult terrain & political unrest areas are excluded.
8/n
Q. What's this "few" CP & sampling rate?
A. Here we go:
-TV HH in India=197mn (rep. 836mn viewers i.e. 4.2/HH)
-CP sample= 44,000 (by 2021 50K planned)
-Sampling Rate= 0.025%
Therefore, this entire TRP game is jolt down to 'What 2.5 HH in every 10,000 HH are watching on TV'.
9/n
A. Here we go:
-TV HH in India=197mn (rep. 836mn viewers i.e. 4.2/HH)
-CP sample= 44,000 (by 2021 50K planned)
-Sampling Rate= 0.025%
Therefore, this entire TRP game is jolt down to 'What 2.5 HH in every 10,000 HH are watching on TV'.
9/n
Friends, accept my apology for manipulative headlines of this thread. But nonetheless this 5min would have helped you to realize that TRP is just a method useful for channels, Advertisers, Ad agencies etc to derive the viewership pattern & hence Ad/sec cost business.
10/n
10/n
Unarguably BARC, an org of 1.8L employees, apply scientific approach, however besides low sampling, it doesn't include thousands of App & Laptop viewers.
Most Importantly, viewers now-a-days tune channel by political & ideological inclination so all science may fall apart.
11/n
Most Importantly, viewers now-a-days tune channel by political & ideological inclination so all science may fall apart.
11/n
Having said, let them compete. Don't get carried away. Apply own brain. Pick 3-4 in decent ratio, have perspectives. e.g.
45% #Republic
15% #IndiaToday
15% #TimesNow
10% #WION
15% Others
Thanks for reading & btw
#IstandwithRepublic
#istandwitharnabgoswami 😇🙏
12/12 Ends.
45% #Republic
15% #IndiaToday
15% #TimesNow
10% #WION
15% Others
Thanks for reading & btw
#IstandwithRepublic
#istandwitharnabgoswami 😇🙏
12/12 Ends.
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