BARC India Appoints Nielsen to Conduct India's Largest Universe Estimation Study

BARC India Appoints Nielsen to Conduct India's Largest Universe Estimation Study

MUMBAI, September 29, 2015 /PRNewswire/ --



The Broadcast Audience Research Council of India (BARC India), the television rating
company formed by broadcasters, advertising agencies and advertisers today appointed
Nielsen as the agency to conduct India's largest Universe Estimation study on television
ownership and viewing habits.



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The study will provide the marketing industry with an in-depth understanding on count
and composition of television households in the country, with updated numbers over time as
industry currency, addressing questions such as number of televisions per household,
viewers and viewing habits. With a focus on providing a robust and expanding panel to
measure television ratings in the country, the study will also gather data on television
owning households in small towns and rural India. As an additional layer to measuring
television audiences, the study will also capture the paradigm shift in content viewing
between linear mediums like the television set, and also digital mediums such as
smartphones, tablets, PCs etc. 



Nielsen was chosen after a rigorous pitch process, and was awarded the contract based
on its superior understanding of the environment and challenges; and the use of novel
technology and processes. As part of the study, Nielsen will cover 3 lakh households
sample size, and the first round of findings will be released by BARC in early 2016. This
by far, is the largest such study. The technology used ensures a quick turnaround hence,
the data will not get dated when it's released.



The study will be conducted using innovative technology, and with a digital focus.
Tools and methods like Computer Aided Personal Interviews, GPS technology, and phone
number validation via OTPs will be deployed to ensure greater efficiency in the interview
process, increased accuracy and transparency through the end-to-end process. 



Partho Dasgupta, Chief Executive Officer, BARC India, said, "This pioneering study
will help address many questions faced by the industry today, and be a ready reckoner for
marketers and advertisers, besides helping the panel expansion for television measurement
as well. The methodology that has been selected will reduce the time taken for the study,
and allow for a quicker turnaround compared to traditional methods."



"Nielsen's vast infrastructure, quality processes and latest technology in data
capture and world-class standards, lends a perfect combination to ensure that this study
gets completed in record time," said Prashant Singh, Managing Director, Nielsen India.




 
Media Contact  
Seema Singh 
seema.singh@barcindia.co.in  
+91-9702333354 


 





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Photo:http://photos.prnewswire.com/prnh/20150828/10129285
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Photo:http://photos.prnewswire.com/prnh/20150828/10129285
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Broadcast Audience Research Council


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