STAR India has joined the growing brigade of broadcasters unsubscribing from TAM ratings. Though there was no confirmation from STAR India about the disassociating from the ratings, TAM Media confirmed the development over phone to exchange4media.
With this, the number of broadcasters that have terminated TAM’s services has gone up to nine. The other broadcasters include NDTV Group, Sony MSM, India TV, Bloomberg TV India, Viacom18, Network18, Zee TV and Times Television Network.
STAR India’s decision comes as bit of a surprise since Star Plus has been leading the ratings among Hindi GECs week after week, as per the weekly data released by TAM Media.
Meanwhile, TAM is ready to have discussions with the broadcasters to resolve the impasse, though not much headway has been made in that direction.
In a bid to resolve the impasse, LV Krishnan, CEO, TAM Media Research has suggested formation of a committee comprising industry experts, along the lines of the committee formed by the Indian Broadcasting Foundation (IBF), Advertising Agencies Association of India (AAAI) and ISA during Phase I of the Digital Addressable System (DAS) implementation. This committee had worked with TAM for eight weeks.
Krishnan said, “The committee that was formed earlier during DAS consisted of one advertiser, one agency head and one broadcasting head, and they worked with us on different methodologies. It was a great initiative. The same could be followed for the current situation and an industry body can be formed to look after TAM’s work and can arrive at a solution.”
Our typical marketing budget is usually 10 per cent of the topline spend