Republic TV makes false claims about its popularity without sufficient data to prove it, says ASCI

Republic TV makes false claims about high viewership!, Uncategorized

P1150096

 

The Advertising Standards Council of India had received complaints about the claims made by Republic TV that it had a high viewership! On investigating the matter ASCI upheld the complaint!

COMPANY:“Republic TV”
PRODUCT:

COMPLAINT:

“Leadership Advertisement of 8th of June, 2017. Certain advertisement claimed that BARC Declares India’s new leader and Republic Number 1 again and have also claimed to be no. 1 channel with 43% of viewership. Most of these do not show the source line and certain places where they have shown the source line, they seem to have based their claim as per BARC All India 1mn + wk 22 (27th May- 02 June) AB Male 22+ All time bands. It is a well-established norm and common knowledge that as per BARC India Ratings Principles of Fair and Permissible Usage (Fair Usage Guidelines/BARC Guidelines), the period of comparison for any claim of leadership should cover at least four consecutive weeks of data and/or four consecutive clock hours data measured across four consecutive weeks. However, the leadership claims clearly show that the Channels claim of leadership is based on only one weeks of data which is a willful violation of the Fair Usage Guidelines by using data of only one week. As per the ASCI Guidelines, where advertisement claims are expressly stated to be based on or supported by independent research or assessment, the source and date of this should be indicated in the advertisement. On account of the aforesaid, the prevalent industry practices and the BARC Guidelines, the Source-Line is always required to be shown displaying therein at least four consecutive weeks of data and/or four consecutive clock hours data measured across four consecutive weeks. However, the channel has failed to display the source code in most of their advertisement thus it can only be assumed that the Channel has presented unsubstantiated or invalid claims.” “

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