The Ministry of Information and Broadcasting (MIB) has allowed BARC India to share Respondent Level Data with news broadcasters. The government conveyed its approval to BARC India officials in a meeting called by I&B Secretary Apurva Chandra on Thursday, e4m has learnt.
As reported by e4m earlier, BARC had asked MIB to clarify whether it wants the ratings body to share with broadcasters Raw Level Data or Respondent Level Data. The ratings agency had sought a clarity from the MIB as there was a confusion over the interpretation of the term ‘RLD’. In its letter sent to BARC on August 10, the ministry asked the ratings body to give the data that they “are already sharing with advertisers and media agencies.” However, the data has been referred to as Raw Level Data. But actually it’s the Respondent Level Data which is being shared with the advertisers and agencies. Hence BARC had sought a clarification on the matter.
Raw Level Data refers to the information gathered from households by people meters. It is essentially unprocessed data, lacking any outlier exclusion. On the other hand, Respondent Level Data is the result of applying outlier management tools and algorithms to the raw data. In simpler terms, it can be described as the ultimate data that is recognized as TRPs (Television Rating Points).
Meanwhile, e4m has also reported that BARC is set to close the price at which the Respondent Level Data will be made available to the broadcasters. As of now only agencies have access to Respondent Level Data at a cost of Rs 60 lakh per annum. Sources in the industry claim that BARC is planning to make the Respondent Level Data available to broadcasters at a more reasonable price compared to what agencies pay for it. While a few sources claimed that it might be close to 50% less than what agencies pay, others said it can be as low as 1/3rd of the cost agencies are paying now.
Suggestions for the price at which the data should be made available has been shared with the BARC board members for approval. It is believed that most of the members are yet to come back with a reply.
