Indian advertisers and broadcasters reach agreement on TV ratings

Following discussions with media measurement firm TAM, the Indian Society of Advertisers (ISA), the Advertising Agencies Association of India (AAAI), and the Indian Broadcasting Foundation (IBF) have decided that TV viewership will now be reported to the media and public each week in absolute numbers, rather than percentage audience share.

However, for internal evaluation purposes – including planning and buying – advertisers and agencies will still receive percentage audience share data each week. Broadcasters will also have access to this too.

Advertisers had threatened to pull their ads from certain channels after several broadcasters unilaterally negotiated a change to TAM’s data release practices, switching from weekly to monthly reporting.