Countering the controversy over criticism that the TV audience measurement system is based on a miniscule sample size when the population of India is so vast, BARC India CEO Sunil Lulla opted for the analogy of how a single drop of blood is enough to test a person’s DNA.
Putting up a strong defence for the measurement system in place, Lulla said that it was one of the largest samples in the world and built taking into consideration all the key factors that influence viewing and is being certified by enough audit firms and statistical institutes both Indian and international. He also said that the stakeholders are not ready to pay for a larger sample size.
“At the end of the day you want to do a sample which is a million homes instead 50,000 of homes. Somebody has to pay for it…we are a stakeholders’ body…our stakeholders are not interested in paying for it…there may be individuals who have different opinions but the stakeholders are not interested in paying for a larger sample because it does not create for a better return or the economics. There is a percentage you pay for the measurement of investment in your business. An advertiser who advertises Rs 5-10crore on TV will only pay an X amount to the media agency or for measurement of its advertising. A broadcaster whose job is to gain audiences of a certain kind and get monetised for audiences will pay only an X amount for measurement.
