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TAM impasse solution in sight: Platinum, Gold, Silver data is way forward

25-July-2013
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TAM impasse solution in sight: Platinum, Gold, Silver data is way forward

Two weeks after TAM stopped releasing weekly data for some key broadcast networks, a solution to the ongoing TAM impasse is in sight. Sources from both sides of the fence have confirmed to exchange4media that broad contours of how TAM will release data henceforth have been worked out. Only the implementation of it on ground is being worked out now.

The solution, according to information available with exchange4media, will be on following lines:
There will be three levels of TAM data subscription available from now: Platinum, Silver and Gold. Data within each levels of subscription will be around permutations of weekly vs. monthly and reach vs. TVRs. For instance, a Platinum data subscription will make available all data including TVRs on a weekly basis. Gold and Silver will have different cuts of frequency and might only have reach figures. Additionally, weekly data in any of the subscription levels would be rolling weekly as opposed to single week data that was being release by TAM earlier. This was reported by exchange4media yesterday: Is rolling weekly ratings the way forward?

Since this solution would require TAM to tweak its data presentation and presumably software, implementation of this agreement is being worked upon.

What data level subscription is available to which constituent of the industry might also be part of the agreement. Channels will henceforth use reach numbers to promote their properties as opposed to TVRs.

Media publications such as exchange4media.com that carry stories around performance of channels, etc. might be given only reach numbers by channels and not TVRs henceforth.

Industry bodies working to flesh out this agreement are expected to make a formal announcement later today.

More details are awaited.

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