Media - New Ratings Regime: ZEE Misses A Step; Sector Update::Edelweiss

Please Share::

�� India Equity Research Reports, IPO and Stock News Visit http://indiaer.blogspot.com/ for complete details ��

��

-->

The Broadcast Audience Research Council’s (BARC) new audience measurement system has released its first set of TV ratings for week 16, wherein there is minimal change in the pecking order. Star Plus has maintained its numero uno position with 495 GRP followed by Colors (441 GRP). Zee TV (311 GRP) has however conceded its position to Life OK (366 GRP) as compared to erstwhile TAM data. However, ZEE emerged number 1 in Telugu GEC space, while improving its position in Kannada and Tamil GECs. We expect the new rating system to stabilise gradually as it will cover: (i) 20,000 households sample data across India (within next 3 months); (ii) first time rural allocation to sample data (30% of sample size); and (iii) distinct ratings for high definition (HD) channels.

BARC ushers in better audience measurement system

Apart from higher sample size, BARC will also move to the new consumer classification system (NCCS) replacing the SEC methodology, which could result in changes in programming content. Unlike TAM, BARC data will cover the period between Saturday to Friday releasing every Wednesday. Thus, it will capture both the weekend and weekdays’ programming during the week. Separate ratings for HD channels will help companies to efficiently monetise their HD programming content. Even English and niche channels will get a better viewership picture due to higher sample size.  BARC India Media Workstation (BMW) or BARC software is also designed to provide better media output helping faster decision making and sharper report generation.

Higher sample size to boost ad revenues

BARC initial viewership data will cover urban India having population of over 0.1mn. It will cover 20,000 households within the next 3 months with 30% sample comprising rural India (excluding 6 metros - rural India will have 43% sample data). BARC data can measure recorded telecast up to 7 days of original telecast. The BARC monitoring service, SpotTrek, will track commercial spots and movie trailers. Thus, wider and diversified sample size will reflect in higher ratings in turn bolstering industry’s ad revenue.

LINK
https://www.edelweiss.in/research/Media--New-Ratings-Regime-ZEE-Misses-A-Step;-Sector-Update/28880.html