The Indian Society of Advertisers (ISA), a shareholder in BARC India and an apex body of advertisers comprising big corporate houses, has issued an advisory to its members to watch out for those news channels that are pulling out of the audience measurement system.

In its advisory to its members, the ISA said, “It has been brought to our notice that some publishers may be pulling out of BARC’s rating system. As we know, BARC is a joint Industry body set up to provide accurate, reliable and timely television audience measurement systems for India. By measuring audience data, one can ensure very little advertising money is wasted. In India, television data is measured by BARC. The primary objective being to know the returns on the heavy media investments made by advertisers.”

In recent times, debate has once again erupted over Broadcast Audience Research Council (BARC) India audience data with some TV news channels alleging that the rating agency’s alleged failure to address concerns over landing page data should be probed.

The News Broadcasters Federation (NBF), an industry body of over 50 news channels in India, recently had written to Minister for Information and Broadcasting Anurag Thakur highlighting the issue of landing page data and how it could skewer the final audience figures – or TRPs as popularly known as in India.

NBF had requested the government to examine the matter and the alleged lapses of BARC India, which earlier this year resumed releasing publicly audience data for Tv news channels after making changes in its data collection mechanism on the lines as suggested by a committee set up by MIB late 2021.

Meanwhile, the ISA advisory further added, “Attention of advertisers is invited to practice on some platforms which do not subscribe to the established system of measurement, as jointly agreed by all stakeholders. Advertisers may independently assess the situation and take an informed decision with respect to such platforms while dealing with advertisements.”

The Indian Society of Advertisers, as claimed on its website, represents the interests of organisations involved in Indian advertising, marketing and media industry. ISA’s aim is to promote and safeguard the rights of its members to communicate freely with their customers, and to protect consumers by ensuring advertising and marketing communications are conducted responsibly.