India’s top advertisers have come together to vote for pulling out their advertising from TV, shared reliable sources with exchange4media.
This decision was taken at the AAAI – ISA joint meets conducted in Delhi and Mumbai in the last couple of days. It comes in the wake of TAM’s announcement yesterday acceding to broadcasters’ demand to release viewership data monthly.
According to sources, pulling out advertising from TV was a predominant opinion both, at the Delhi and Mumbai meets. The debate was on logistics of pull-out and whether to do it one by one or all together.
Apparently 30 clients participated in each city. These 60 top clients constitute a huge percentage of ad spends on TV.
Sam Balsara, Chairman, Madison World, without commenting on the pull-out by advertisers, said, “Advertisers have taken umbrage at this unilateral step taken by broadcasters to push TAM to accede to their demands. Clients don’t find this as acceptable.”
In a development earlier yesterday, TAM Media confirmed that ratings will be released on a monthly basis henceforth for reporting the ratings for seven major networks, which include STAR India, ZEE, MSM, Viacom18, Network18, NDTV, Times Television Network and BAG Films. This apart, the CPT (Cost Per Thousand) format will be used for reporting the ratings.
It may be recalled that exchange4media had first reported on the possibility of TAM going monthly in its report titled ‘Is today the last day for TAM weekly ratings?’, published on July 4, 2013.
Broadcasters have been calling for monthly release of ratings data instead of weekly data. The development yesterday put an end to all speculations regarding the frequency of TAM ratings data; however, it has also led to a growing number of discontented advertisers who believe they should have been a part of the decision-making process.
It may be noted that agencies and advertisers have remained consistent in their stand from the beginning of this debate over the frequency of ratings, and expressed in no uncertain terms their support of TAM’s weekly ratings.
TAM confirms monthly ratings for select channels; moves to CPT format