B'casters offer way out of TAM impasse; seek monthly release of reach data
The deadlock over TAM ratings may be moving towards a resolution following a meeting between broadcasters and TAM that has reportedly taken place this week.
Some of the key issues that were taken up at the meeting and a general consensus arrived at involved reportage of data, buying, and measurement of data.
According to sources, ratings data will be released on a monthly basis, instead of a weekly basis as is the current norm.
Talking to exchange4media, one of the broadcasters said, “We have agreed that buying should be done as per the CPT (Cost Per Thousand) model and not CPRP (Cost Per Rating Point).”
Broadcasters are also keen to have data on TV household shares, rather than time spent by the viewers.
However, despite repeated effort, broadcasters and officials from TAM refused to comment on the development, but industry sources have confirmed the agreements arrived.
As is known, the TAM ratings imbroglio has been going on for over two weeks now, during which several leading broadcasters unsubscribed from TAM data.
But, as reported by exchange4media earlier, pressure from advertisers and the impending implementation of TRAI’s 10+2 ad cap from October 2013, is forcing broadcasters to end the impasse soon. A few days ago, highly placed industry sources told exchange4media that advertisers were keen on ratings and insisted that without ratings, they are not interested in putting their monies. Some of them have even stopped the ROs for the month of July.
On the other hand, broadcasters are pressurising media agencies to increase ad rates in order to garner revenues as the 10+2 ad cap is slated to come into play in around four months' time.
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