After a brief lull, comes the news that ABP has pulled out of TAM. One of the top officials from ABP has confirmed the development to exchange4media, stating, “Yes, we have unsubscribed from TAM ratings.”
ABP’s move comes on the heels of reports last week about some broadcasters going back on their decision to unsubscribe from TAM. Pressure from advertisers as well as the impending implementation of the 10+2 ad cap is said to have prompted the broadcasters to withdraw their decision.
Meanwhile, advertisers are firm about continuing with TAM ratings. As per industry reports, an emergency conference call took place last week involving India’s top advertisers, where a decision was taken to push back on broadcasters’ demands that TAM moves to a monthly ‘reach only’ data system.
According to reliable sources, who spoke to exchange4media earlier on conditions of anonymity owing to the sensitivity of the matter, the top 20 advertisers who participated in the call also decided not to subscribe to any alternative broadcaster-driven ratings system, in case the networks decide to unsubscribe from TAM or force TAM to accede to their demands.
A decision was also taken to explore ways to create a funding model for an alternate, advertiser-driven ratings system in case the broadcasters take a final decision to stay out of the TAM system. According to sources, advertisers on the call were concerned about TAM’s dependence on channels for its revenues and want to have a say on the way out of current impassé.
Advertisers stress that they need to have objective data at least on a weekly basis to make the right decisions on advertising spends.