TAM moves to monthly ratings and CPT reporting for 9 networks

BestMediaInfo had first reported on June 27, 2013 that the deadlock was nearing an end with a consensus formula being worked out on the basis of monthly TAM data and CPT based media buying

BestMediaInfo Bureau | Delhi | July 11, 2013

BestMediaInfo's breaking news on June 27, 2013 – that the broadcasters-TAM deadlock was nearing an end with a consensus formula being worked out on key contentious issues – has proved correct. According to the highly placed industry sources, TAM data will be reported on monthly basis, starting today, for 9 major networks “on their request”. Also, their data will be reported in '000s instead of shares, which means CPT buying.

The networks include Star India (with Asianet, ESPN Star Sports), Multi Screen Media, Viacom18, TV18, Zee Network, Times Television Network, NDTV and a few more.

The BestMediaInfo report had pointed out that broadcasters were veering round to monthly TAM data, CPT based media buying and a threshold for niche channels.

However, TAM will continue to report the data on weekly and share basis for all other broadcasters.

It is also learnt that this is not an industry decision nor is it an IBF decision. A source in TAM Media Research said, “TAM, purely as an act of professionalism, is fulfilling and respecting its contractual duties and obligations that it is bound by with the individual broadcaster clients. This decision is basis individual client letter requests from some specific TV channels that have been received by TAM.”

However, there is some degree of disquiet within the broadcast fraternity on this decision. A senior broadcast official, who didn't want to be quoted, expressed concern over the development, saying, “I see this as a step backwards looking at the global trend of overnight ratings that help in programming and several other decision-making processes.” However, he added, “Globally, ratings are reported in '000s and implementing CPT based buying in India will certainly be in the interest of broadcasters for their organic growth.”

Another broadcaster, who also was not willing to be named, questioned the decision arguing that it was made in “a hush and rush”. He added that they should have been given a notice of a few weeks before moving to monthly reporting.

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