The Economic Times

Broadcasters in a fix as weekly rating suspension disrupts Rs 40,000 crore ad market

India's 40,000 crore TV advertising market faces disruption as weekly ratings are suspended. Advertisers must now rely on historical data, temporarily favouring established broadcasters. This halt is expected to accelerate the shift towards connected TV and digital platforms, where audience measurement remains available. The suspension follows a directive for BARC to comply with new Television Ratings Guidelines 2026, including expanding its panel and introducing cross-screen measurement.