No method in this TAMasha!

19 Jul,2013


By A Correspondent


The sales folks at some channels are staying put in the office because there are no calls to make. If the ads are on air, they don’t know if the money will come in at all.


In media agencies, there is growing anxiety that if the stalemate continues endlessly, bottomlines will suffer. And if the ratings indeed go weekly, there could be lay-offs.


While a few advertisers are happy that the ad suspension will help save valuable monies in a lean season, not all are happy with the decision.


So if everyone is unhappy with the state of being, why the, well, sugar, aren’t they sitting across the table and smoking the peace pipe?


Why can’t they come to a settlement when they all know what they need:

1. CPT

2. Weekly ratings now, eventually daily for GECs

3. Stable ratings for smaller channels, if weekly is not possible, fortnightly or even monthly. Smaller is defined as below a certain viewership sample threshold


What’s happening now is a loss or revenue and opportunity to explore other areas.


In India, the television and print sector is fortunate that there aren’t enough takers for digital. Or even if there are people who advertise on digital, the monies aren’t big.


A media planner told MxMIndia that the current faceoff could even impact print, because once advertisers sample the fruits of digital, while they’ll need to revert to television in the season for numbers, a few could switch from English print to digital. We think it’s not going to happen in a hurry, but our planner friend insists it’s a possibility.


There is reportedly an IBF meeting today (Friday, July 19). AAAI and ISA officebearers are in constant touch. There was some jubilation a few days back when Discovery Networks wrote to TAM asking for a revert to weekly numbers, but the next day we had NGC and Fox asking for a switchover to monthly.


What we do know is that the industry can’t do without measurement. For instance, despite the face-off, ESPN Star quoted TAM numbers in ads to highlight how it scored over some news channels for its non-live content.


Programming, marketing and sales folk are also very keen to the ratings so that they can tweak their content, if needed. Until then it’s time for some R&R (rest and recuperation/relaxation) though everyone’s worried about the other R&R (ratings and revenues). Sigh.


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