BARC India has taken a big step towards using Return Path Data (RPD) for TV Viewership measurement. BARC India has tied up Airtel Digital TV, Airtel’s DTH arm, for including its subscriber homes into the BARC India RPD Panel. This partnership will provide fillip to BARC India’s plan of scaling up panel homes to multiples of the mandated 50,000.
RPD is used globally for collecting viewership data. However, BARC India’s plan to integrate it into TV Viewership currency is a global first. Random selection will be done among the selected RPD homes to include them in the currency panel basis overall Airtel Digital TV universe share in the TV ecosystem.
It may be noted that in October last year, BARC India had signed on multi system operator DEN Networks for measuring TV Viewership using RPD. By tying up with Airtel Digital TV, BARC India has successfully added a significant DTH subscriber base to its proposed RPD panel. BARC India will use a portion of Airtel Digital TV’s subscriber base to measure TV viewership via RPD.
The move will not only make BARC India data more robust, but will also help address the issue of panel home tampering. - TVNews4U