No TAM numbers for 9 weeks to ease digitization; weekly data to be released wef Dec 19

17 Oct,2012

By A Correspondent


At first it appeared that there was no agreement in sight. The broadcast stakeholders had met over two days, but there was no announcement.


But late last evening, the trade was sent a simple message: Industry requests TAM to temporarily defer All-India data for 9 weeks. So the week starting October 7 (that’s Week 41) and right up to Week 49 (which is from the week starting December 8) will not be released. However, in order that advertisers are able to figure how many GRPs each of their campaigns have delivered, the nine-week data will be released along with that of Week 50 (which is for December 9-15) on December 19. No official statement was issued by any of the stakeholders.


The implementation of compulsory digitization in the four metros was not going to be easy. And even though there have been figures quoted from various quarters of digitization being near-total, the people on the ground know what the real story is.


Mind you, this is by far the most important period for media spends in India. Navratri and Durga Puja followed by Dassera and finally Diwali along with the various other special days like Dhanteras and Karva Chauth.


Thankfully, most buying decisions have been planned. And with general entertainment channels netting nearly 50 percent of the revenues, the decision to defer release of data was easy.


As for small advertisers and channels which depend on spot decisions, advertisers and advertising agencies will now be forced to base their spends on claims and conjecture.


The decision was taken post a meeting of industry bodies Indian Broadcasting Federation (IBF), the Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI) with TAM Media Research. There have been various measures taken to ease the digitization process. For instance, one of these was phase-wise switch off of signals.


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