BARC data to be sole TV currency; TAM meters to feed data to BARC India

Joint industry body BARC India and Nielsen-Kantar JV TAM India, the two entities hitherto engaged in TV audience measurement in India, have announced the formation of a new meter management company combining the panels of both. The 34,000 meters of BARC and TAM (combined) will feed data to BARC India, which will be the only currency for TV audience measurement.

 

The new company will be jointly owned by BARC India, Nielsen and Kantar, with management control resting with BARC India. A joint statement said that meters will be deployed based on BARC’s sample design and the ratings will be computed and disseminated through BARC India’s software.  

 

The statement added that TAM India will continue to provide non-TV ratings services. 

 

Punit Goenka, chairman, BARC India, said, “This partnership is a big step forward and in this era of cooperation, we welcome this move forward as a joint industry body. The technology and methodological prowess of BARC, combined with the extra meters and the field force will definitely help the industry progress.”

 

“This new venture represents our organisation’s commitment to providing precise and stable data around the world, and draws strengths from both BARC India and TAM India,” added Steve Hasker, global president, Nielsen. He added, “We look forward to the great coverage and representation this new partnership will deliver.” 

 

Eric Salama, CEO of Kantar, said, “We are happy to cooperate with BARC India to be able to provide clarity and a large single sample for the industry and to keep India as a key market for us.”