BARC India has announced that it will start reporting viewership from free and pay platforms separately starting from week 27 (June 29 – July 5).
BARC, the world’s largest measurement body, had previously reported the pay and free figures combined.
In a statement, BARC confirmed that the new Pay & Free platform variable will be offered over and above the current Urban & Rural cuts that are reported by BARC India. It will be made available to all the subscribers for planning and analysis through its proprietary BARC Media Workstation Software. It will also be published on the website for select genres.
Free TV in India accounts for two in 10 homes, an estimated 140 million TV-viewing individuals.
BARC says that reporting the figures separately will enable focussed targeting, and would let advertisers plan more effectively.
Partho Dasgupta, CEO of BARC India, said: “There has been a strong demand from the Market for separate reporting of viewership from homes with Pay & Free connection. We have taken the market feedback in consideration with the changes that have come about in the ecosystem post the implementation of the Tariff Order.
“We believe this move is a step in the right direction to empower the industry in understanding the distinct consumption patterns of this segment and plan more effectively.”
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