Data scores high on fidelity: BARC

The Week 30 data is released today, and its an ideal way to show the accuracy and robustness of BARC India data in context of Fidelity and audience responsiveness.

The sad and sudden demise of the Country’s beloved Dr. APJ Abdul Kalam’s demise, the Gurdaspur terror attack and Yakub Memon’s trial and hanging – all happened in this week. This has resulted in the News Genre to witness a significant increase in viewership and the data below reflects it…

All India 1 Lac+, CS 4+

Furthermore, Television coverage of Dr. APJ Abdul Kalam’s funeral in Rameswaram also garnered spike in viewership across Tamil News – making it the 2nd biggest news genre in Week 30 as seen in the grid below…

Given the combined impact of highly sensitive Breaking News in Week 30…

News Genre gained by 127,847 Rat’000(sum) at all India level.
Hindi GEC in HSM fell by 101,404 Rat’000(sum)
Hindi News in HSM increased 107,810 Rat’000(sum)
Kids Genre increased by 9,410 Rat’000(sum) on Tuesday as schools were closed in many parts of India.

These clearly establish the fact that BARC India data is reflective of audience responsiveness and is therefore high on Fidelity. 

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