afaqs!

TAM data to go monthly for select channels

By Prachi Srivastava , afaqs!, Mumbai | In Media Publishing | July 11, 2013
On a request from major broadcasters, TAM has decided to release TV viewership data for major networks on a monthly basis rather than weekly, as has been the case so far. This will cheer major broadcasters but presumably infuriate advertisers.

Confirming what has been in the air for the last few weeks, TAM has informed its clients that it will release data for major broadcasters only on a monthly basis. The television rating agency will release monthly ratings henceforth beginning August 1.

TAM logo

This has been one of the demands of the major networks which have been unhappy with TAM for a string of reasons. As per a mail sent by TAM to its clients, it will not release weekly viewership data for the channels of various networks: Times Television, Viacom18, Network18, STAR, MSM, NDTV, Prism (Eenadu), BAG Networks and ZEE. Instead, the figures will be released in the first week of each month for the month gone by.

TAM has released a statement, this afternoon, saying "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 only from some specific few TV channels that have been received by TAM. Data for all other TV channels will continue to be reported as earlier."

Another big change is that TAM will henceforth report viewership of these channels not as a percentage of the total targeted audience but in absolute numbers. Broadcasters have been pressing for a change in reporting so that the number of viewers reached appears rather than a percentage of the whole. That is because the existing system does not reflect the expansion of the TV viewing universe.

The response of advertisers and their agencies to the changes is awaited.

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