TAM gets a shot in the arm with AAAI rooting for current system

Agencies want current TV ratings to continue. Say, TV could lose its popularity with advertisers

BestMediaInfo Bureau | Delhi | June 10, 2013

Advertising Agencies Association of India (AAAI) has expressed shock at the decision of some channels, supported by the Broadcasters' Association, IBF to decide not to subscribe to the only TV Ratings service in the country - TAM. TV ratings provide the currency based on which thousands of crores worth of advertising time is bought by advertisers with confidence. Ratings also provide the basis on which media agencies do sophisticated analysis and arrive at sharply targeted plans for a brand's target audience to minimize wasteful advertising and improve advertising effectiveness.

An established Rating system augurs well for the Advertising and Marketing Industry, because it enables Advertisers to invest large sums of money in Advertising with the confidence that they are reaching the right number of desirable audiences. It has been seen from experience in India and other markets that an established Media Research study on an ongoing basis leads to rapid increase in advertising spends in that medium. Those Media which do not have such a system have not grown in India. Also, the current TV ratings system has thrown up real leaders in each of the genres based on the audiences they deliver and enables such leaders to command a premium price based on such ratings, rather than Advertisers and Agencies having to rely on perception. And very often perception is different from reality.

AAAI will hold broadcasters responsible for deliveries as per signed agreements based on the TV Ratings System. Says Arvind Sharma, President AAAI, "The move by Broadcasters to discontinue with Ratings is ill-advised and not in the interest of Advertisers, Advertising Agencies or Broadcasters. It will lead to overpaying and underpaying of advertising time, both of which will lead to a collapse of TV as an advertising medium. The ratings from Broadcast Audience Research Council  (BARC) are yet some time away and until they are released it is critical to continue with the current system. Most Broadcasters all over the world have some issue with Media measurement systems but that does not mean that the system must be abandoned. Instead it must be improved and identified gaps must be plugged".

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