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BARC acquires TAM’s people meters to become sole ratings body

The deal with Kantar and Nielsen creates a meter management company that subsumes TAM India’s core business. Management control will lie with BARC India

BestMediaInfo Bureau | Mumbai | August 27, 2015


BARC India, the television rating company formed by broadcasters, advertising agencies and advertisers, and TAM India, jointly owned by Nielsen and Kantar, have formed a new meter management company as a joint venture. The company will have the meter assets and panel management operations of the present BARC India and TAM India panels, which will be jointly owned by BARC India, Nielsen and Kantar with management control resting with BARC India.

The JV will run the meter operations and supply raw data to BARC India. Meters will be deployed based on BARC’s sample design and the ratings will be computed and disseminated through BARC India’s software, the sources have informed. This ratings data will be the sole trading currency for the country, giving advertisers, broadcasters and agencies accurate and quality measurement.

To start with, the company will have 34,000 meters covering all of India, and will supply raw data to BARC, which will use its own statistical processes and sampling design. The details of the formation and rollout of this new company will be shared in the coming weeks.

TAM India will continue to provide its non-TV ratings services to the market, notably, AdEx (Advertising Expenditure for TV, Print, Radio), RAM (Radio Audience Measurement), Eikona (PR Audit), TAM Sports Measurement and S-Group Consulting.

Punit Goenka Punit Goenka

Punit Goenka, Chairman of BARC India, said, “This partnership is a big step forward and in this era of cooperation, we welcome this move forward as a joint industry body. The technology and methodological prowess of BARC, combined with the extra meters and the field force will definitely help the industry progress.”

Steve Hasker Steve Hasker

“This new venture represents our organization’s commitment to providing precise and stable data around the world, and draws strengths from both BARC India and TAM India,” commented Steve Hasker, Global President of Nielsen. “We look forward to the great coverage and representation this new partnership will deliver.”

Eric Salama Eric Salama

Eric Salama, CEO of Kantar, said, “We are happy to cooperate with BARC India to be able to provide clarity and a large, single sample for the industry and to keep India as a key market for us.”

Nielsen NV is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

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