BARC – Page 2 – storyboard18

Media Mavens: ‘Ratings allow one to rationalize cost,’ says Sanchita Roy of Havas Media

Finally, it’s about understanding the consumer decision journey that will form the base of all recommendations, says Roy.

Roy, who is head of strategy at Havas Media Group India, talks about the importance of ratings in decision making and engagement.

Media Mavens: Conversations have become easier with BARC ratings’ return, says Niti Kumar, Starcom

Overall, I think everyone is much happier. Conversations have become easier because one knows now where the genre stands. It has become much easier for a planner or an advertiser to make choices and select what works for them, says Kumar.

Niti Kumar, COO, Starcom India, on the return of ratings and how it has made decision-making simpler for media buyers and advertisers.