The respondent-level data (RLD), comprising both unprojected data and data equipped with associated weighting factors for projection, will be made available to the broadcaster on par with its dissemination to agencies, according to industry sources.
This capability harbours the significant potential to unearth profound insights into user behaviour, the industry sources said.
Earlier this month, the Ministry of Information and Broadcasting (MIB) approved the proposal from BARC India for sharing RLD on a four-week rolling basis with the broadcasters.
Industry sources explained that with a panel size of approximately 55,000 individuals, data from approximately 2,20,000 people is gathered on a weekly basis. Each individual is associated with specific demographic and geographic attributes.
This data comprises two distinct sets: unprojected data and data with corresponding weighting factors for projection purposes.
However, the weighting factors are not constant and are subject to daily adjustments, reflecting the dynamic nature of the panel.
This capability possesses the potential to yield profound insights into user behaviour.
As per the industry sources, this tool serves as a valuable asset for broadcasters, instilling a sense of assurance that they are delivering the appropriate content to their intended audience.
It cultivates a dedicated viewership base for its channels, characterised by a core viewership demographic and a strong affinity for specific shows. Essentially, it facilitates content analysis and promotion, while mitigating concerns related to manipulation.
BARC India informed the broadcasters last week that the respondent-level data (RLD) will be made available weekly starting with the data of Week 40, on 12th October 2023.
“Please note that only Broadcasters who are YUMI subscribers, will be eligible to avail of this data at a uniform annual subscription fee of Rs. 15,00,000 per Broadcaster. Two (2) licences per Broadcaster will be provided for accessing this data upon subscription,” BARC told the broadcasters.
“Broadcasters subscribing for this data will be required to enter into an additional agreement which will incorporate guidelines for the usage of the Respondent Level Data,” the ratings body said.