BARC viewership data not measurable during Trai’s tariff order transition: ISA

New Delhi: With the Telecom Regulatory Authority of India (Trai) introducing the new tariff regime this month, the Executive Council of the Indian Society of Advertisers (ISA) has issued an advisory, saying that the viewership data provided by the Broadcast Audience Research Council (BARC) during the transition period should not be used for media planning, evaluation and buying perspectives.