In an interactive event yesterday, Sir Martin Sorrell, CEO, WPP, spoke about Media Measurement. Excerpts:
“When you have two systems it usually doesn’t work for either of the systems. For instance we measure 45 countries around the world, if we have two means of measurement, then its more complicated. If we have one measurement tool then that is usually the best system of measurement. The problem is that media owners, agents and clients don’t want to pay for two measurement systems.”
“But we must not automatically assume that TAM wanted a JV with BARC. We must accept that both companies thought it would be a good idea,” Sir Martin said, answering a question on the TAM-BARC alliance.
Sir Martin also observed that while people might want two agencies they unwilling to pay for two and having two ratings systems that compete in one market does not work.
Who are the constituent parts of the whole gamut: Clients, Agencies and Broadcasters. So whether BARC wanted it, or TAM wanted it, at the end of the day it has brought all interested parties into one. We are in the business of building long term brands not flashes in the pans.
When asked about his views on the current rating system BARC “You mean BARC + TAM”, quipped Sir Martin. “I see a bright future for BARC plus TAM. People wanted a joint industry council. The clients, agencies and media owners all want this.”