Trai tariff impact: Don't use BARC data for six weeks, ISA tells members

According to Trai's intimation, 40% of pay-TV subscribers had exercised their choice to switch to the new regime

While the debate on viewership data darkness during the transition to the new tariff order by the Telecom Regulatory Authority of India (Trai) continues, the Indian Society of Advertisers (ISA) has communicated to its members not to use viewership data for media planning and buying purposes during this time.

The advisory said that the ISA executive council and core media committee have been in touch with the Broadcast Audience Research Council of India (BARC), the agency which brings out weekly television (TV) ratings, the currency on which ad-sales is traded in the country.

“Considering the fact that the Trai NTO