Top Story

e4m_logo.png

Home >> Media - TV >> Article

TAM Ratings Row: B'casters blink under ad cap & advertiser pressure

25-June-2013
Font Size   16
Share
TAM Ratings Row: B'casters blink under ad cap & advertiser pressure

Roughly two weeks after broadcasters began to pull out of TAM, citing their dissatisfaction over the ratings, a solution seems to be on the horizon.

Two of the leading broadcasters confirmed to exchange4media, “Many of the broadcasters are withdrawing their decision to unsubscribe. A resolution meeting is in the pipeline between TAM and broadcasters some time this week.”

When asked about what solution he saw forthcoming to the TAM ratings issue in the days ahead, Shailesh Shah, Secretary General, IBF replied, “This is a serious problem. It requires a serious, thought-through, objective, rational and legitimate solution, and the solution will necessarily need to be bought into by all four constituents – TAM, advertisers, agencies and broadcasters.”

Meanwhile, TAM refrained from commenting on the matter as of now.

TV Today has been one of the major broadcasters that didn’t pull the plug on ratings. When contacted, Ashish Bagga, Group CEO, India Today Group said, “We have always encouraged dialogues. If there are issues of data security or of robustness of the sample size, or of audit in the outlier homes, we believe we should patiently, but progressively, work towards correcting the process until a better alternative is in place.”

Pressure from advertisers worked
So what led to this change in decision of the broadcasters? According to various sources, major advertisers started to build pressure on the broadcasters to withdraw their decision to unsubscribe. Highly placed industry sources told exchange4media that advertisers were keen on ratings and insisted that without ratings they were not interested in putting their monies. Some of them have even stopped the ROs for the month of July.

On the other hand, broadcasters are pressurising media agencies to increase ad rates in order to garner revenues as the 10+2 ad cap is slated to come into play in around four months.

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

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...