Television
TV broadcasters brace for festive ad uncertainty amid BARC ratings pause
Reality shows may see the biggest impact as broadcasters lose audience benchmarks for ad pricing
MUMBAI: Television’s biggest festive season could be headed for a ratings reality check. The suspension of weekly television ratings by the Broadcast Audience Research Council (BARC) has cast uncertainty over advertising plans, leaving broadcasters and marketers without the audience benchmarks that typically drive premium festive-season deals.
The August to December period is one of the busiest advertising windows for television, with broadcasters launching marquee reality shows such as Kaun Banega Crorepati, Bigg Boss and India Ke Top 1%. Advertising for these properties is largely negotiated using cost per rating point (CPRP), making fresh audience data critical for pricing and planning.
The disruption follows the Ministry of Information and Broadcasting’s directive asking BARC to suspend weekly ratings over non-compliance with the Television Rating Guidelines, 2026. Without current viewership data, broadcasters are expected to face tougher negotiations with advertisers, delayed media commitments and pressure on advertising rates.
Reality programming is expected to be the hardest hit because its ratings fluctuate from season to season, making historical performance an unreliable indicator for future audience delivery.
The uncertainty comes as television advertising is already navigating a challenging environment. Advertisers have increasingly diversified their spending across connected TV, OTT platforms and quick commerce, reducing dependence on traditional linear television. With audiences now fragmented across standard-definition, high-definition and streaming platforms, reliable measurement has become even more important for campaign planning.
The lack of updated television ratings is also expected to complicate media planning for brands that continue to rely heavily on linear TV, while strengthening the role of direct negotiations between broadcasters and advertisers.
Cricket, however, is expected to remain relatively insulated from the disruption. Major cricket tournaments have established audience patterns over several years, giving advertisers greater confidence in expected reach even without fresh weekly ratings. Reality entertainment, by contrast, depends more heavily on current performance data because every season features new contestants, changing formats and varying audience engagement.
The ratings suspension comes against the backdrop of a slowing television advertising market. According to the FICCI-EY media and entertainment report, linear television advertising revenue declined 10.3 per cent in 2025, driven by an 11.5 per cent fall in advertising volumes. The number of television advertisers also dropped 3 per cent year-on-year to 7,275, while Hindi general entertainment channels recorded an 18 per cent decline in advertising revenue.
Industry estimates peg India’s television advertising market at around Rs 40,000 crore annually. The latest disruption adds to existing headwinds, including softer FMCG advertising demand and increased competition from digital platforms, just as broadcasters were hoping the festive season would revive advertising momentum.
