Authors
BARC should consider reporting at a granular level by breaking down NCCS A into its two constituents - NCCS A1 + NCCS A2 and A3. This is critical for television planning in low penetration, upscale products. If TV measurement does not discriminate for these categories, the flight of spends from TV to digital could accelerate, observes Malli CR, CEO of SMG India
The TV plan has become totally buying-driven. There has been a poor planning response to the emergent complexity of the Television landscape. Gut feel-based planning and arbitrary rules have reduced TV planning into a game of scheduling inventory driven by an agency’s own agenda, finds Malli CR, CEO of SMG India
