Barc and Tam media audience measurement firms and their functioning in India.

1. BARC and TAM

2. What is TAM?
 TAM Media Research Pvt Ltd., (abbreviated TAM)is a
joint venture company between AC
Nielsen and Kantar Media Research/IMRB.

3. What are the function of
TAM?
There are three major functions
a. TV Ad Ex
b. Print Ad Ex
c. Radio Ad Ex

4. TAM Peoplemeter Operation Flow

5. Major Development
 June-2013, some of India’s biggest television networks
had decided to stop using Television Audience
Measurement (TAM) .
 ‘Unfair trade practices’ and ‘flawed methodology’ for
years, this is the first time broadcasters have decided to
boycott the system altogether.
 Ministry of Information and Broadcasting (I&B) came up
with an independent and transparent model of
viewership measurement.
 The Indian Broadcasting Foundation (IBF) developed its
own industry measurement body, Broadcasting
Audience Research Council (BARC).

6. Inception of BARC?
 BARC (Broadcast Audience Research Council)
India is an industry body, to design, commission,
supervise and own an accurate, reliable and
timely television audience measurement system
for India.
 BARC India brings together the three key
stakeholders in television audience
measurement - broadcasters, advertisers, and
advertising and media agencies, via their apex
bodies.
 BARC India seeks to establish a robust,
transparent and accountable governance
framework for providing the data points required

7. Need for a reliable audience
measurement?
 Over 160 million television homes in India covering a population of
800 million.
 News on television keeps India updated with the latest information.
 “Infotainment” channels unravel the mysteries of science and
technology.
 Creating programming that achieves these myriad purposes across
an audience with vast linguistic, cultural, ethnic, economic and
lifestyle diversity.
 Planners, programmers and creative professionals spend their
professional lives decoding what appeals to the viewer, what s/he
needs and wants.
 A correctly representative sample is minutely measured to analyze
how the viewer spent time on television todayprocess is called
ratings or Television Rating Points (TRPs).
 The work involved in understanding this diversity, sampling data to
represent the population accurately, and then providing analysis
and ratings.

8. How does BARC collect data?

9. Improvement for a better
television audience
measurement? The solution? BARC
 BARC brings together all the critical stakeholders.
 BARC’s Technical Committee (TechCom) is
composed of the best analytical minds.
 BARC is designing for the future, not just the
present.
 BARC will function to the highest ethical
standards.