In order to determine the appropriate sample size that can reflect the TV viewership data with an adequate accuracy, the Telecom Regulatory Authority of India (Trai) is evaluating the option of roping in the National Sample Survey Organisation (NSSO) or Central Statistical Organisation (CSO), both of which fall under the ambit of ministry of statistics and programme implementation.
Recently, the existing market benchmarks of sample size (6,000 to 8,000) came under the scanner of information and broadcasting (I&B) ministry. The ministry held the view that a total of 6,000 to 7,000 peoplemetre installed only in urban locations is inadequate to represent 122 million TV households in the country and only reflects skewed TV viewership reality. Subsequently, the Centre referred the matter to the regulatory body. Trai?s recommendation on the issue is awaited.
According to a Trai official, ?Arriving at a standard sample size is not an easy exercise. What is clear is that the current sample size is inadequate. But one cannot simply inflate the current figure, 6,000 to 60,000 or 6 lakh to zero on an accurate sample size. There are serious cost implications (cost involved in the data-collection) feasibility factors and profitability of the business of TRP involved. Therefore we are contemplating whether an expert body like NSSO or ministry of statistics can be engaged in the task.?
The current players in television rating point measurement in the country?Mumbai-based Television Audience Measurement (Tam) and Ahmedabad-based Audience Measurement and Analytics Ltd (aMap) have a sample size (the number of peoplemetre installed to reflect viewership data) in the range of 6,000 to 8,000.
Another player, Broadcasters Audience Research Council (BARC), an industry initiative in the form of a non-profit company planned by Indian Broadcasting Foundation (IBF), Association of Advertising Agencies of India (AAAI) and Indian Society of Advertisers (ISA) is expected to launch its services later this year. A stakeholder in BARC told FE, ?Although the exact sample size hasn?t been arrived at but it is going to be at least three to four times larger than the existing market benchmark. It is most likely to be in the range of 18,000 to 25,000.? An intense debate on the question of regulation of rating business has arisen after I&B ministry raised the issue resulting in Trai being asked to deliberate on the issues revolving around TRP business, role of the government in the sector and parliamentary standing committee taking stock of the matter.