TAM confirms monthly ratings for select channels; moves to CPT format
STAR India, Viacom18, MSM, NDTV are among seven networks opting for monthly ratings. exchange4media had reported last Thursday that it was the last release of weekly data
TAM Media has confirmed that ratings will be released on a monthly basis henceforth. This apart, the CPT (Cost Per Thousand) format will be used for reporting the ratings for seven major broadcasters, which include STAR India, ZEE, MSM, Viacom18, Network18, NDTV, Times Television Network and BAG Films.
As is known, broadcasters have been calling for monthly release of ratings data instead of weekly data. This development puts to rest all speculations regarding the frequency of TAM ratings data.
It may be recalled that exchange4media had first reported on the possibility of TAM going monthly in its report titled ‘Is today the last day for TAM weekly ratings?’, published on July 5, 2013.
While there are mixed reactions to this news, some broadcasters believe that this is a step in right direction. However, the question remains whether the large advertisers, who were earlier insistent on weekly release of ratings, would be happy with this turn of events.
A statement issued by TAM Media states: "TAM, purely as an act of professionalism, is fulfilling and respecting its contractual duties and obligations that it is bound by with the individual broadcaster clients. This decision is basis individual client letter requests received by TAM from only specific few TV channels. Data for all other TV channels will be reported as earlier."
For the record, TAM has not released its weekly ratings data today, July 11, 2013, till the time of filing this report. Given that seven networks have switched to the monthly format, their data is not expected as of now, however, the ratings for the other networks should soon be out as TAM is contractually obligated to release weekly data till otherwise agreed on by the broadcaster.
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