BARC advises against comparing its one week data

It is less than 48 hours since data from Broadcast Audience Research Council (BARC) was released and this morning this is Thursday morning the papers are full of data on BARC. When BARC was announced they warned us not to do certain things. For example they warned us not to look at one week’s data in isolation. They warned us not to celebrate one week as opposed to a longer trend. They warned us not to compare this measurement system with the previous measurement system, yet everybody has done just that.