After a month-long wait, BARC on Monday evening finally fixed the price for Respondent Level Data at Rs 15 lakh per annum for the broadcasters. The news has been shared with exchange4media by highly placed sources in the industry.
As of now, only agencies have access to Respondent Level Data at a cost of Rs 60 lakh per annum. exchange4media had earlier reported that BARC was planning to make the Respondent Level Data available to broadcasters at a more reasonable price compared to what agencies pay for it. Suggestions for the price at which the data should be made available to broadcasters was shared with the BARC board members for approval last week.
The details of the price were shared by BARC with broadcasters on Monday evening.
In a letter written to broadacsters, BARC said Respondent Level Data (RLD) will be made available weekly to broadcasters, starting with the data of Week 40, on 12th October 2023.
“BARC India is pleased to announce that Respondent Level Data (RLD) will be made available weekly to Broadcasters, starting with the data of Week 40, on 12th October 2023. Like the currency data, RLD will also be released every Thursday by 2 PM to subscribers of this data,” it stated.
“The RLD provided will adequately be anonymised to maintain the integrity of panel homes, not include OOH data and have Individual level data but not Household level information,” read the letter.
The letter further stated:
RLD is the final validated viewership and has demographic details of each panellist which is aggregated in YUMI in order to produce the final published audience estimates. The data enables end-users to link a particular panellist, or group of panellists, to understand how their viewing may have evolved over time with respect to a channel, or their competition. This will be possible since they will have the ability to view the viewership details, panellist by panellist, at a minute-by-minute level.
The individual level RLD will be released simultaneously in three component parts every week:
- Demographic Files - which provide a unique anonymised ID for each panellist along with their demographics and the daily weights which they have been assigned.
- 2. Viewership File - which provides for each panellist their viewing for each day of the week, in particular, which channels were viewed and at what times of the day.
- 3. Playout File- which provides the playout data for each channel across all minutes of the week (as it currently appears in YUMI).
