Following the joint industry meeting between ISA (Indian Society of Advertisers), AAAI (Advertising Agencies Association of India) and IBF (Indian Broadcasting Foundation) with TAM Media Research on the subject of deferring data release temporarily given the advent of digitisation, the industry has decided and requested TAM to defer the release of TV ratings data, for all-India market, for a nine-week period.
It may be recalled that exchange4media had first reported on October 9, 2012 that this development was expected in view of digitisation.
The decided date to begin this data deferment is week 41, which is from October 7, 2012. Industry sources stated that TAM Media Research officials were informing data users on October 16 that the scheduled release of weekly data, on early October 17, 2012, would not take place.
The nine week period ends on week 49, so the expected date of TV ratings to be back to normal is December 19, 2012. Not only would week 50 data be released on the day but the preceding nine weeks – week 41 to 49 – would also be released with this data.
Industry sources are of the opinion that the rationale to defer TV ratings data is to assist in the process of digitisation, which is scheduled for November 1, 2012 in four metro markets. It is expected that channels may not be available in analogue households and viewers will have to opt for digital set top boxes or routes such as DTH (direct to home) to avail TV viewing again.
TAM Media Research or other association officials were not available for comments at the time of filing the report but an official statement from the body is expected later today.
"TV ratings data should be briefly suspended from Nov 1"