Top Story


Home >> Advertising >> Article

I see a bright future for BARC plus TAM: Sir Martin Sorrell

Font Size   16
I see a bright future for BARC plus TAM: Sir Martin Sorrell

In an interactive event yesterday, Sir Martin Sorrell, CEO, WPP, spoke about Media Measurement. Excerpts:

“When you have two systems it usually doesn’t work for either of the systems. For instance we measure 45 countries around the world, if we have two means of measurement, then its more complicated. If we have one measurement tool then that is usually the best system of measurement. The problem is that media owners, agents and clients don’t want to pay for two measurement systems.”

“But we must not automatically assume that TAM wanted a JV with BARC. We must accept that both companies thought it would be a good idea,” Sir Martin said, answering a question on the TAM-BARC alliance. 

Sir Martin also observed that while people might want two agencies they unwilling to pay for two and having two ratings systems that compete in one market does not work.

Who are the constituent parts of the whole gamut: Clients, Agencies and Broadcasters. So whether BARC wanted it, or TAM wanted it, at the end of the day it has brought all interested parties into one. We are in the business of building long term brands not flashes in the pans.   

When asked about his views on the current rating system BARC “You mean BARC + TAM”, quipped Sir Martin. “I see a bright future for BARC plus TAM. People wanted a joint industry council. The clients, agencies and media owners all want this.”

Tags WPP Martin Sorrell

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular