Blame the regulatory system, not BARC | Analysis

News cycles have never been as febrile as in 2020. If your solitary reaction to the brouhaha is to damn the measurement system, you are looking in the wrong place Audience measurement is not a page-turner. Audience measurement, indeed all quantitative market research, is currently using projections from previous Census rounds. Broadcast Audience Research Council ’s nationwide meter panel, gives media professionals a richly-detailed view of “What India Watches”, BARC’s tagline. With BARC pausing channel-level reporting for 12 weeks in the news genre on Thursday, this might be a good time to reassess whether all channels need to be reported at the same, weekly frequency.