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.

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments