Top Story

e4m_logo.png

Home >> Media - TV >> Article

Is rolling weekly ratings the way forward?

23-July-2013
Font Size   16
Share
Is rolling weekly ratings the way forward?

While stakeholders await the final resolution for the on-going rating impasse, meetings and calls between key industry bodies are in process towards the same. Rolling weekly ratings is one of the topics under discussion. According to industry sources, rolling weekly ratings has been proposed as a meeting point between monthly ratings and weekly ratings.

Essentially, rolling weekly ratings will include the ratings for the preceding four weeks of ratings, in addition to the current week. The aim is to provide a buffer for any spikes and provide a holistic view of reasons for changes over the weeks.

However, what remains to be seen is will media agencies and advertisers be happy to take on this proposed solution. Rolling weekly ratings again may be viewed as a step backwards as it provides answers for changes in a delayed manner. While the world is moving to daily ratings to make decisions in real-time, does taking an average soften the blow and impact that cause the changes, acting as a ‘smoothening’ agent?

Will advertisers, who are investing huge sums of money and have the full right to know the impact of their advertising on a weekly basis, settle for rolling weekly ratings? 

Nobody is a winner in the current scenario, which is unhealthy for the broadcast industry, and a final resolution in this matter has become all the more imperative.  

Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions