Leading advertisers including Dabur and Nestle India have pulled out from eight television channels that shifted to monthly ratings from a weekly basis. The names of the channels could not be ascertained.
While Dabur and Nestle India have confirmed that they are pulling out ads,
agencies of other biggies such as Hindustan Unilever and Marico have already written to TAM Media Reasearch on the issue.
Advertisers have said that in the absence of weekly television audience measurement (TAM) data, it will be difficult for them to plan their media strategies.
“As advertisers, we have been voicing our discontent with the decision of some broadcasters to opt for monthly release of TAM ratings,” said Devender Garg, senior executive director, consumer care business, Dabur India.
“In the absence of clarity from TAM Media research on reverting to weekly reporting of ratings, we are suspending all ads for the time being and are studying the situation to chart the future course of action. The fact remains that in the absence of any TAM data, it will be difficult for advertisers to plan their media strategies and schedules.”
“The current situation has a significant impact on us as an advertiser. We are seriously concerned and are considering pulling out,” said a spokesperson at Nestle India.
“For fourteen years, TAM has been the TV audience measurement system in the country,” said Arvind Sharma, president, Advertising Agencies Association. “It has been the currency on the basis of which advertising planning, buying and selling have been conducted. This measurement system needs to evolve.”
“Broadcast Audience Research Council will take ten months or so to start generating its audience measurement data. Till then it will become impossible for advertisers to buy TV spots. So, it is natural for them to question the value of advertising in this medium,” he added.
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