Indian advertisers welcome imminent return of TRP for news channels

In a data-driven age, advertisers are looking forward to the return of Television Rating Points (TRP) for India’s news channels after a 15-month hiatus, but some remain wary of the credibility of any new figures that may be published.

The back story 

The ratings were suspended in October 2020 following allegations that several news channels were manipulating viewership figures by bribing panel homes where measurement meters had been placed. Since then, despite promises of improved statistical robustness, advertisers have been investing in news channels without any data to back their decisions. But last week the Ministry of Information and Broadcasting asked the Broadcast Audience Research Council (BARC) to release the ratings for the news genre with immediate effect.

Why it matters

With five state elections coming up, this would be a good time for both news channels and advertisers to have access to viewing figures – the first to capitalise on an expected increase in viewership, the second to understand where best to allocate their spending.

Context

• The news genre accounts for around 7% of India’s total advertising expenditure.
• In chasing ratings, news channels have been accused of sensationalising stories; the absence of ratings arguably has led to less polarising content and a more brand-safe environment. 
• Smaller news channels have lost out as, with no data, those advertisers sticking with the genre – like auto and FMCG – have tended to spend with the large, well-established channels. 

Key quote

“We will have to wait and watch to see if the numbers are right, what new mechanisms will be in place and how the channels react” – Krishnarao Buddha, senior category head - marketing, Parle Products, speaking to Best Media Info.

Sourced from afaqs!, Best Media Info, Global Circulate [Image: Karolina Grabowska from Pexels]