- The use of a Landing Page by a channel exaggerates TV viewership estimates by ‘forcing viewership.’
- BARC has now launched an algorithm that will mitigate the impact of
Landing Page on TVviewership.
Data release for Week 34, 2020, data starting August 22, 2020, release date September 03, 2020 will reflect the new initiative.
Over the last three years,
Basis the study undertaken by BARC India, its Oversight Committee and its Technical Committee it was concluded that use of a Landing Page by a channel exaggerates viewership estimates by ‘forcing viewership’. Statistical evidence also demonstrated that use of Landing Pages exaggerates ratings estimates. Therefore, inclusion of this false exaggeration in the ratings would mean that BARC India would not be accurately estimating and reporting ‘What India Watches’.
“The results of hundreds of hours of research and several months of rigorous development and testing are very promising. BARC India will now be able to mitigate any landing page anomaly to better reflect viewer’s choice.” says, Dr. Derrick Gray, Chief of Measurement Science & Business Analytics, BARC India. He adds, “the existing method was based on symptomatic statistics and we have improved upon it with a method that directly uses inferential statistics to deliver better results across all genres”
Complimenting the efforts of Dr. Gray and his team,
“The ‘Data Validation Quality Initiative’ instituted by BARC India in June 2019 under the supervision of the Oversight Committee involves ongoing industry stakeholder consultations and internal reviews to identify dynamic improvement needed to continue strengthening the robustness of its ratings”, says Nakul Chopra, member Oversight Committee and the BARC India Board about the ‘Data Validation Quality Initiative’.
In June 2019, the BARC India Board tasked the Oversight Committee to ‘review the effectiveness of the current practice of measuring and isolating abnormal increases in reach and to recommend changes, if any’. Post an extensive review, the Oversight Committee suggested that, whilst the existing method was reasonable, it was based on symptomatic statistics and if possible, should be improved, or replaced, with a method that directly uses inferential statistics.