Broadcast Audience Research Council
Broadcast Audience Research Council (BARC) is a nationwide audience research joint body made up of Indian Broadcasting Foundation (IBF), the Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI).
The Indian Broadcasting Federation (IBF) has 60 per cent stake in it, while ISA and AAAI equally hold the balance 40 per cent. India’s BARC is somewhat similar to what BARB (Broadcasters’ Audience Research Board) is in the UK. BARC will not conduct audience measurement directly but commission independent specialist research vendors. The primary objective of BARC is to conduct and commission market research using appropriate research methodologies, to provide accurate, up to date and relevant findings relating to broadcast audiences, including TV ratings.