A resolution for the ratings impasse is not officially formalised yet, but it is more or less agreed upon by all concerned stakeholders namely, broadcasters, advertisers and agencies. Highly placed industry sources confirm that the resolution will take place today. The followed terms have been broadly agreed:
TAM will offer two or three services. Premium services will have ratings and all the data points as per current TAM process. This will be available to agencies.
Regular is lowest level of service and will not include ratings. This will be disclosed to outside third parties like the media.
Channels have, as of now, opted for a mid level service. But it remains to be seen if the premium service can be offered as an opt-in service to broadcasters.
Meanwhile, the top advertisers, who had cancelled spots, have agreed to pay for those spots.
Availability of historic data
Moreover, from today onwards, weekly minute by minute data for three weeks from June 30, 2013 to July 20, 2013 of all the channels will be released only to advertisers, agencies and broadcasters. It will be on the current software, after each of these subscribers sign the NDA.
Reversing cancellation orders
Also, the moment weekly TVR percentage data is received by them, advertisers / agencies will write to the broadcasters reversing notices regarding cancellation of release orders / advertising activity pertaining to this issue.
exchange4media reported this news first on July 24 with its report 'TAM impasse solution in sight: 'Platinum, Gold, Silver data is way forward'
“We are very close to a resolution. Advertisers are very clear they want weekly ratings,” commented Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Group.
While all stakeholders have their fingers crossed that this ongoing impasse will be resolved today, the industry will heave a sigh of relief only once it is formalised.
“A resolution getting formed is definitely good news. We are very clear that as advertisers we need a weekly matrix to measure performance of our advertising,” said Sandipan Ghosh, Assistant VP – Marketing, Ruchi Soya Industries.
His sentiment is echoed by Satyajit Sen, CEO, ZenithOptimedia, who observed that a resolution will be out very soon and historic data will be available from today.