Double Delight? TV Ratings in India

So we now have BARC (Broadcast Audience Research Council), (https://www.barcindia.co.in), another TV rating system in India; after the long standing TAM (https://www.tamindia.com). The marketers should be happy, and happier are those who use to dispute TAM. Reasons can be many; after all, data and statistics it not something full proof!

One of the main criticism of TAM was its coverage and depth. It may sound that a paltry 10-12K households (https://www.tamindia.com/tamviewer_intro.php) cannot be true representative of all markets in India. And in this era of high media proliferation and fragmentation. Today the marketer cannot just create an all India plan, but her plan must be by the markets (read languages) and every genre now is available in more than two languages. Think about the Hind kids channels or the Dicovery in Hindi/ Tamil/ Telugu/ Bangla.

- See more at: https://sibiaanalytics.com/blog/double-delight-tv-ratings-in-india/#sthash.HsTEwnwo.dpuf

I am prompted to throw an idea: how about a syndicated study? Where brands from different categories participate, and the both BARC and TAM as well along with media research agencies – and we see the numbers is perspectives. I am expecting few outcomes from here:

   One knows which works better for her brand and category, as well for the market or TG.

   How can she pool both – and get a value which is bigger than two – her marketing plan is much more optimized with much better data

In this high investment market, I would prefer to bank on two research rather than one; as we do for our money, right?

- Originally published in: https://sibiaanalytics.com/blog/double-delight-tv-ratings-in-india/#sthash.HsTEwnwo.dpuf