Indian Media Industry Calls for BARC Ratings Restoration
Sector reports 9% growth to ₹2.78 trillion as digital crosses ₹1.1 trillion mark.
1Industry growth context
The Indian media and entertainment sector grew 9% in 2025, reaching ₹2.78 trillion in value. Digital media crossed the ₹1.1 trillion threshold, while live events saw explosive 47% growth. This expansion comes as stakeholders push for restored audience measurement systems to sustain momentum.
2BARC ratings significance
Broadcast Audience Research Council (BARC) ratings serve as the currency for India's TV advertising market, influencing billions in media spending. Their suspension has created measurement gaps during a period of rapid digital transformation and hybrid viewing patterns across platforms.
3Digital sector dynamics
The ₹1.1 trillion digital segment growth reflects shifting consumption patterns, with OTT platforms and social video driving engagement. This expansion increases the need for cross-platform measurement that BARC previously provided for traditional broadcast media.
4Live events resurgence
The 47% surge in live events indicates post-pandemic recovery for concerts, exhibitions and experiential marketing. This segment particularly benefits from reliable audience data to justify sponsorship investments and pricing strategies in the rebounding market.
5Measurement system gaps
Without BARC's weekly ratings, networks lack standardized metrics to evaluate program performance or negotiate ad rates. The vacuum forces reliance on alternative data sources that may not offer comparable industry-wide benchmarks for decision-making.
6Regulatory engagement
Industry leaders are petitioning the Ministry of Information and Broadcasting (MIB) to reinstate ratings, arguing transparent measurement supports the sector's ₹2.78 trillion economic contribution. The appeal emphasizes how data fuels content and advertising investments.
7Stakeholder impacts
Advertisers, broadcasters and agencies face planning challenges without standardized ratings. Media buyers report difficulties allocating budgets across TV and digital, while networks struggle to demonstrate audience reach to potential sponsors effectively.
8Measurement evolution needs
The 9% sector growth underscores the urgency for modernized audience measurement that captures cross-platform consumption. Industry recovery in live events and digital expansion both require robust analytics to sustain investment and innovation momentum.
Original article: Today's Paper — Indian Media Industry Calls for BARC Ratings Restoration