The Indian Society of Advertisers (ISA) has asked its members to be cautious of channels that have opted out of BARC's rating system.
A highly placed source from ISA has confirmed that the body has sent an advisory about the same, to all its members.
ISA suggested that advertisers beware of engaging with channels that do not subscribe to BARC's ratings, since ROI is essential for any marketer.
However, it has also shared that advertisers may independently make informed decisions with respect to such platforms and assess the situation as they see fit.
This news comes months after the revival of the 17-month hiatus of BARC's news channel ratings.
An ISA spokesperson said, "As we know, BARC is a joint industry body set up to design, commmision, supervise and own an accurate and timely television audioence measurement system for India. By using audience data, one can ensure that very little advertising sped is wasted."
Currently, the audience ratings for news and infotainment channels is rolled out on a four-week average basis to those channels that have subscribed to the ratings.