Broadcast Audience Research Council (BARC), the joint industry body created for measurement of TV viewership in place of TAM with the larger objective of aiding the industry, has fallen short of expectations. The measurement agency is today reduced to a punching bag for stakeholders blaming each other by questioning the fidelity of the data released by the agency. Issues like TRP scams and rigging malpractices at sample homes have been in the news more often than BARC would like.

With no alternative currency available to plan TV ad spend of Rs.48,000 crore (GroupM TYNY 2023), advertisers are forced to depend on BARC India’s TV viewership ratings despite the slew of allegations and alleged mismanagement. 

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