Keeping in view the fact that the ratings impasse has finally been resolved, advertisers have indicated they will issue fresh ROs as soon as the resolution is out and they have access to historic data as well data for this week, which is to be made available tomorrow.
“We will be issuing fresh ROs since the resolution has now been formalised,” said Sandipan Ghosh, Assistant VP – Marketing, Ruchi Soya Industries.
This will mean business gets back to normal for all concerned, namely, agencies, advertisers and broadcasters.
“We can issue ROs soon now that the ratings issue has been resolved,” confirmed Mayank Shah, Group Product Manager, Parle Products.
According to a source, one of the points under discussion by all concerned parties towards the resolution was ‘reversing of cancellation order by advertisers the moment weekly TVR percentage data is received by them. Advertisers / agencies will write to broadcasters reversing notices regarding cancellation of release orders / advertising activity pertaining to this issue’.
As reported by exchange4media yesterday, top advertisers, who had cancelled spots, have agreed to pay for those spots. Resolution in ratings impasse to be formalised today