As the TAM – broadcaster spat continues, in the latest turn of events, the industry is rife with speculation that TAM ratings will be moving to a monthly format of releasing data, which will indicate reach instead of ratings.
This news is being met with mixed reactions. While some broadcasters believe this may indeed be a step in right direction, large advertisers are insistent on a weekly release of ratings.
Another important aspect of this issue is that a few channels haven’t been made a part of the discussion by the IBF, according to sources, and may not be ok with the monthly ratings release format. Moreover, TAM is contractually bound to channels to release weekly data and cannot stop this and switch to a monthly data release overnight without a buy-in from all channels.
The repercussions of stopping weekly data without an agreement from all channels is not possible without proper written legal assurance from the IBF that none of their member channels with sue TAM.
Will today be the last day of weekly data release from TAM? We will soon know.