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