In an emergency conference call that took place between India’s top advertisers yesterday, a decision was taken to push back on broadcasters’ demands off TAM – broadcasters want the ratings body to move to a monthly ‘reach only’ data system.
According to reliable sources, who spoke with exchange4media on the condition of anonymity owing to the sensitivity of the matter, the top 20 advertisers who participated in the call also decided not to subscribe to any alternative broadcaster-driven ratings system in case the networks decide to unsubscribe to TAM or force TAM to accede to their demands.
A decision was also taken to explore ways to create a funding model for an alternate, advertiser-driven ratings system in case the broadcasters make a final decision to stay out of the TAM system. According to sources, advertisers on the call were concerned about TAM's dependence upon channels for its revenues and want to have a say on the way out of current impasse.
Advertisers feel that they need to have objective data at least weekly to make right decisions on advertising spends.