The news of the merger of TAM and Intam has evoked mixed reactions in the advertising agency. While on one hand, the industry is happy that finally there will be a single currency to deal with, on the other it is apprehensive about the creation of a monopoly.
According to the Advertising Agencies Association of India (AAAI) president Ramesh Narayan, the merger has fulfilled their demand of having a single currency, but the merger will have far reaching implications which they need to study carefully.
According to some media analysts the fear of monopoly looms large as there will be only one data provider. But that could be tackled if relevant industry bodies keep watch on the new entity.
Another issue that is of concern to the advertising agencies are, whether the merger would translate into the much needed larger sample size and cost of the viewership data service go up or decline.
Since the two TV monitoring agencies have said that one of the system would be scrapped there is no clarity on the issue.
According to Titoo Ahulwalia, chairman of ORG-MARG, there was room for only one service. A combined service is a win-win situation. For users, it means the end of duplication of expenditure, end of confusion cased by two sets of data and the advantage of a larger panel with wider coverage.
Both TAM and Intam systems will continue said Titoo Ahulwalia. But will function in a synchronised, compatible and non-duplicating manner. The data will be collected by both Intam as well as TAM, but will be marketed by TAM only.
Combine data is expected to cover more states and virtually 100 per cent of the urban areas. At present only about 50 per cent of the urban areas are covered by each services.