Weekly reach - Monthly ratings: Another solution tossed in the air
The b'cast fraternity has suggested weekly reach figures & monthly ratings for mass channels, and monthly reach figures for niche channels, confirmed an industry source
Contrary to speculative reports surfacing around of the resolution of the ratings issue between IBF and advertisers, sources have confirmed that no decision has been taken yet. However, a source close to the industry has confirmed that few stakeholders from the broadcasting fraternity have proposed a two-way solution.
According to the source, the suggested solution has been customised for niche and mass channels. It is recommended that for mass channels, including mainline GECs, the data would be confined to weekly reach figures and monthly ratings. As far as niche channels are concerned, the stakeholders have suggested monthly reach figures.
Some constituents of the broadcast industry are also of the opinion that live events data should not be reported till the event gets over, which means IPL data will be out only after the entire tournament ends.
exchange4media had earlier reported that broadcasters may be on different batting grounds over timeframe of the ratings, which has been affirmatively ridiculed by media agencies and advertisers. While some broadcasters such as Discovery have gone back to weekly rating evaluation, networks such as Fox have maintained its stand over monthly ratings.
Speaking in the context, Mayank Shah, Group Product Manager – Parle products said, “We will not settle for the current scenario of co-existence of weekly and monthly ratings; you cannot work on a media plan based on this. Advertisers have made their stand clear from the beginning in favour of weekly ratings and we will stick to it.”
The pertinent question which may now surface is that since most broadcasters were earlier pitching for monthly ratings, under the current circumstances of the solution proposed, which channels will be classified as niche channels? Will it be confined only to English movies and English GECs and infotainment or will the range be extended to news and music channels as well.
Apparently, the solution has been suggested by important stakeholders in the IBF. From here, it would be interesting to see whether or not the advertisers would cater to such a solution.
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