News channels claiming top position basis unverified metrics under scanner

India’s advertisers and their industry bodies have said to taken a strong objection to news channels claiming top position basis unauthorised and unverified metrics.

“In the last few days, a leading channel has promoted itself by quoting dubious currencies. As far as advertisers are concerned, we only trust verified bodies such as BARC for TV and Comscore for digital,” a member of the advertisers body said.

“We are expecting BARC to issue a strong statement on the use of unauthorised currency. ISA may also issue an advisory to its members to not believe any measurement from unverified sources, a leading advertiser said.

Another advertiser said that the news channels trying to confuse advertisers and media planners with unproven metrics are likely to be downgraded in their media plans soon.

The ministry of consumer affairs, along with the Ministry of Information and Broadcasting may also crackdown on channels using dubious metrics in their mailers. “MIB only recognises BARC. Any other body providing viewership metrics will ultimately be penalised by the government. Even consumer affairs ministry can take action as viewers (who are also consumers) are being misled. A channel cannot be allowed to set up its own measurement agency and promote its numbers via mailers,” said a senior government functionary.