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Media-buying firms planning to take up TRP issue with AAAI

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Media-buying firms planning to take up TRP issue with AAAI

Leading media-buying houses in the country are planning to address their issues to the Advertising Agencies Association of India (AAAI) on September 11.

As TRP plays a crucial role in the selection of the right media vehicles, media wings of leading advertisement agencies have struck TRP-linked deals called Cost Per Rating Point (CPRP) with leading channels to minimise the advertisers’ risks since last year. But now, with the TRP controversy gaining momentum, the fate of these TRP related deals is quite undecided.

According to Ms Apurva Purohit, media director, Lodestar, media buying and planning division of FCB-Ulka Advertising, the media-buying industry is quite aghast at the security lapse at INTAM and TAM. The entire methodology of the data collections should be revamped to make the system more stringent Ms Prohit added.

According to Mr. Amit Ray, vice president (media head) Optimum Media Solutions, Mudra Communications, there should be an expert body like MRUC, which is neutral and independent to authenticate the methodology.

As for Mudra’s action plans, Mr. Ray said: “Primarily, we will have internal meetings at Mudra and then address our issues to AAAI on September 11 when we will take the advertisement industry’s stand and not an individual’s stand.”

According to Mr. Ashish Bhasin, managing director, Initiative Media, the media wing of Lowe Lintas & Partners, as there is no alternative TRP system available at this point, Lintas will follow the current system. “However, we will now compare both TAM and INTAM systems. Further, we will do dipstick to study CPRP deals.”


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