Advertiser can't advertise without television ratings: ISA

The advertisers' body says, any action taken which is detrimental to the measurement system would be detrimental to the industry at large

BestMediaInfo Bureau | Delhi | June 10, 2013

After Advertising Agencies Association of India (AAAI), Indian Society of Advertisers (ISA) has also come in support of TAM after the reports of broadcasters withdrawing subscriptions from TAM.

In a statement issued to media, ISA said, “ISA has read with concern recent reports that some broadcasters have decided to stop subscription to television measurement service. This is a matter of immense importance as the measurement system is integral to the health of the industry. The rating system needs to continue for the smooth functioning of the industry as it's the very foundation of the commercial process, media planning and pricing.”

“The ISA believes that any measurement system should appropriately reflect the viewership pattern and should not be judged on a short term basis. The best course of action is to engage in a constructive dialogue and pursue continuous improvement. While some broadcasters have stopped using the current rating system for measurement, as advertisers we support it and will continue using it till another credible measurement system is made available. Any action taken which is detrimental to the measurement system would be detrimental to the industry at large,” said the statement.

Hemant Bakshi, Chairman, Managing Committee, The ISA and Executive Director, Home and Personal Care – Hindustan Unilever Limited, said, “An industry-accepted rating system is the need of the hour and ISA is working with rest of the industry to ensure this is in place and any action to the contrary will have an adverse impact.”

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Info@BestMediaInfo.com

Info@BestMediaInfo.com